The Dallas Mavericks built local excitement and buzz around the new 2018/19 NBA season by launching a huge poster that also forms the largest augmented reality Facebook Filter ever.
Working with Groove Jones, the team erected a giant 70′ x 200′ dymamic mural on a YMCA building in a downtown Dallas to create the world’s biggest AR installation.
The mural was a static image of star player Dennis Smith (about to dunk) which was brought to life through Spark AR Studio on Facebook.
The video footage from the mural’s static image was rotoscoped frame by frame and composited into a 3D environment., then Facebook image recognition was used as the key platform to activate its giant mural – creating a dramatic giant dunk effect for viewers.
And fans seem to love it.
Launched ahead of the team’s season opener. the project’s objective was to create a massive, unmissable static team-relevant image and bring it to life in a way that will drive fans to visit the location and then take action by sharing or going to the Mavs owned and operated platforms.
The AR mural experience was promoted via the Dallas Maverick’s website, its mobile App and social channels.
The BIGGEST augmented reality wallscape is now LIVE, right in the heart of Downtown Dallas! Come get in the action!
Visit https://t.co/MApxxvSWni and follow the steps. #mavsAR pic.twitter.com/zD9m4EeU5b
— Dallas Mavericks (@dallasmavs) October 21, 2018
Fans can engage with it by clicking on the posted links or through the Mavs App, where they will be automatically taken to the Facebook Camera Filter to activate the mural.
Fans can also see it from the comfort of their own home by activating the filter via a link at https://www.facebook.com/fbcameraeffects/tryit/426782594392584/ and then pointing a mobile camera at a photo of the wall mural below.
The wallscape is active from October through December and fans are encouraged to share their experiences through social media using the hashtag #mavsAR.
“We want our fans to be proud that we’re the first team to do something this big with augmented reality,” commented Mavericks CMO Jerome Elenez.
“We are grateful to Groove Jones who helped us bring this experience to Dallas.”
“They had this great mural design of Dennis Smith Jr., that was based on some game footage. We loved the energy and action that was captured in the frame and we wanted to bring it to life,” added Dale Carman, Partner and ECD of Groove Jones.
Comment:
We’ve seen plenty of sport marketing AR before.
But nothing on this scale.
It seems the old adage that ‘everything is bigger in Texas’ is actually true.
AR Studio initially opened in late 2017 and since then a raft of companies have used it to built dynamic, 3D interactive objects into the surrounding landscape.
This kind of memorable, real-world initiative offers immediate and dynamic sports context to fans – especially when tied to real places relevant to their team.
The Dallas Mavericks, who play in the NBA’s Western Conference at American Airlines Center, also promoted the new season with a hype video fronted by former Dallas Cowboys quarterback Troy Aikman and revolving around the final 41 games for the team’s iconic player (who wears number 41) Dirk Nowitzki.
Links
Dallas Mavericks
https://www.facebook.com/dallasmavs
https://twitter.com/dallasmavs
https://www.instagram.com/dallasmavs/
https://www.youtube.com/user/dallasmavericks
Groove Jones
