As we head towards the World Cup Final this Sunday with Argentina playing France, Adidas is bringing an augmented reality version of Messi, into fan’s homes and cities to celebrate both his commitment to the game and the official FIFA World Cup 2022 ball, the Al Rhila.
To create a bond between a new generation and the new World Cup ball, the multi-touchpoint experience allows huge versions of Messi to roam around people’s living rooms and iconic Middle Eastern landmarks. Once fans have activated the experience, they can watch as the ‘Giants are unleashed’.
The realistic AR version of Messi as well as other famous players tower over the user, making their formidable presence unmissable. Fans are granted front row access as the Legend Messi shows off his keepie uppies amongst other skills using the Al Rhila.
“We are thrilled to see adidas utilizing our technology to create truly immersive experiences that engage and enhance the fan experience in new and exciting ways,” said Tom Emrich, Director of Product Management at Niantic.
“This partnership is a great example of how brands can use augmented reality to engage with their audience and create memorable experiences that drive brand loyalty and engagement.”
Fans can get up and close and personal with the legend through using QR codes being shown via TVC, on Bein Sport, or on huge Al Rhila statues placed around the Middle East created by Niantic Labs, using its web based AR platform 8th Wall.
There are also bespoke activations with one being by Khalifa stadium in Doha which focuses on showcasing Messi through the ages, from wearing the much loved vintage 19 shirt in 2006 to him in the World Cup today.
The range of activations have been designed to bring fans from all the world together.
Felix Bedolla, Manager Brand Comms Football MENA at Adidas comments:
“We’re proud to say we’ve delivered a unique experience to the MENA market. A fully integrated campaign across multiple channels resulting in a world first in connecting TV to AR experience driving global reach and earned media. The MENA market is changing rapidly making it a perfect destination to be pushing boundaries on how we connect fans to sport.”
The activation will be running until December 19, 2022.