Augmented reality rugby

  • bringing a richer experiences to sports followers
  • exclusive content as a reward for consumers

Every one of the 2.4 million tickets sold for the 2015 Rugby World Cup will feature augmented reality content to bring the experience alive for fans, both in the run up to the competition and on the day of the games themselves.

Using the Blippar augmented reality app and a mobile phone or tablet, tickets can be scanned to reveal exclusive behind-the-scenes material hosted and delivered by Rugby World Cup 2003 winners Jonny Wilkinson, Lawrence Dallaglio and Will Greenwood.

Managing Director of England Rugby 2015 Stephen Brown hailed it as a sporting first, “using augmented reality technology as part of the ticket design enables fans to engage with the tournament through interactive content, which is a really exciting piece of activation.”

Ambarish Mitra, CEO of Blippar also cited the success of tickets as a demonstration of how consumers increasingly want to participate in marketing campaigns rather than simply be fed content. “There are so many mediums and so much going on. Ultimately what works for consumers is surprises and delighting, and I believe augmented reality is a great medium for that. It’s making creativity dimensionless…”

Content highlights include special previews of the match the tickets are for and a 360-degree panorama of the stadium it’s being held at. Fans will even see a preview of the view from their seat and get navigational help to find their way to the venue. And of course, there’s a suitably 3D pop-up image of the famous Webb Ellis trophy itself. 

There are five ticket design variations each featuring the cup and one of four legendary winning captains: Australia’s John Eales, South Africa’s Francois Pienaar, New Zealand’s Richie McCaw and England’s own Martin Johnson. The fifth and final ticket? Perhaps not surprisingly that commemorates Jonny WiIkinson’s famous closing-seconds drop goal that secured the win against Australia in 2003. Few rugby fans will need a navigational aid to tell them exactly where they were on that day...