Pizza Hut to Launch Interactive AR Fan Experience by INDE for Super Bowl
Published: January 21, 2019
An interactive Augmented Reality experience INDE has custom-developed for Pizza Hut – featuring Antonio Brown and JuJu Smith-Schuster – will allow NFL fans to meet and dance with the Pittsburgh Steelers wide receiver duo at Super Bowl.
AR experience at Super Bowl LIII by INDE x Pizza Hut with Antonio Brown and JuJu Smith-Schuster
The large-screen AR installation will be part of the fan-centric campaign Pizza Hut – “Official Pizza Sponsor” of the NFL – introduced in the lead-up to the new season. The AR experience will launch on Jan 26 at the fan zone of Super Bowl LIII, taking place in Atlanta on February 3, and will allow fans to choose the dance they would like perform with Antonio and JuJu dancing right beside them in real time. Each participant’s dance with the famous duo will be automatically captured by the system, so fans can immediately share their photos and videos online.
What makes this fully immersive, live AR experience particularly unique is that INDE needed to integrate 2D characters – Antonio and JuJu’s movements were captured in a green screen environment – into a setting that usually operates with 3D animated characters.
Norbert Kovacs, INDE’s CTO said: “We’re very excited about the project and eager to see the reactions from the fans. The flexibility of our BroadcastAR allows us to focus on what’s important: delivering a truly engaging experience to the fans. The generated videos and photos will give them a lasting memory of their time at the Pizza Hut activation space. This really is a perfect setting to showcase the level of engagement our product and augmented reality in general can provide.”
UK Augmented Reality company INDE has already developed a similar interactive AR experience for Adidas, which allowed Tango League participants to impress or disappoint Brazil and Real Madrid football star Marcelo Vieira with their football tricks, bringing him to life at multiple locations worldwide, around the kickoff of the FIFA World Cup in June-July 2018. Since the first Tango League installations the system has been deployed in multiple locations and various events worldwide.