Published on June 25th, 2019 | by Emergent Enterprise0
Chicago Cubs Hosts ‘Stranger Things’ Night with Snapchat AR Lens
Emergent Insight: Sports teams and other brands are realizing that the average consumer is getting accustomed to augmented reality experiences. Robert Williams of Mobile Marketer shares how Major League Baseball is drawing fans to ball parks with cross promotional media with the Stranger Things Netflix series by presenting a scarily fun AR experieince on Snapchat. It’s time for the enterprise to come to the same realization. New tech adoption is not that radical of a change.
- The Chicago Cubs on June 24 ran a promotional tie-in with “Stranger Things,” Netflix’s buzzy sci-fi series whose third season premieres on July 4.
- Snapchat users who attended the baseball game yesterday at Wrigley Field could point their smartphones at the ballpark’s marquee to activate an augmented reality (AR) experience, the team announced on Twitter. The AR filter displayed a demogorgon creature from the “Upside Down,” the paranormal alternate universe that’s a key part of the show, bursting through Wrigley Field’s sign.
- Accompanying the Snapchat lens for the themed event was limited-edition merchandise, including giveaways of co-branded Cubs and “Stranger Things” fanny packs to fans who bought game tickets through a special website offer. The ballpark’s Marquee Grill also featured a one-time “Eggo Waffle Chips” menu option that included bacon, vanilla, orange zest and habanero peppers. Cast members Cary Elwes and Dacre Montgomery threw out the first pitch at the game.
By creating an AR filter for Snapchat, the most popular social media app among U.S. teens, the Chicago Cubs can demonstrate that they’re in touch with a younger cohort of sports fans that relies on smartphones for social interaction and media consumption. “Stranger Things,” whose central characters consist of teens grappling with paranormal activity in a fictional Indiana town in the early 1980s, has been a breakout hit for Netflix by appealing to kids and their nostalgic parents.
AR and mobile-ready activations in stadiums have become popular ways to reignite fan interest and boost attendance amid lackluster viewership across professional sports leagues. The Erie BayHawks, an NBA G League team, this month signed a deal with tech firm Imagination Park Technologies to bring AR experiences to its arena in Pennsylvania. Budweiser and the Cleveland Cavaliers basketball team last year reintroduced an immersive mobile game that let fans shoot virtual hoops to win prizes during downtime at live games. Two years ago, Mastercard and the MLB provided fans with an in-stadium AR experience during the World Series.