Orange creates AR experience with Real Madrid

22 Aug 2019

By: Sport Industry Group

At half time in Real Madrid’s opening game of the La Liga season, Orange, Google and interactive experiential marketing agency Wildbytes partnered to create an augmented reality (AR) show for fans in-stadium.

To mark the start of the new season, as well as Orange’s TV service, which includes a package with live football games, the brands paired up with Google Assistant to create the spectacle.

The AR show was designed to be a departure from standard half time entertainment and was available to fans using a specially designed app which was promoted before the game. Depending on where the fan was seated in the stadium, the activation was seen from different perspectives, with the experience enhanced through the use of the Bernabeu’s sound system.