Snap Inc announced on Friday it would release a full pre-game augmented reality (AR) experience for this year’s National Football League (NFL) Super Bowl LVI event.
Cooperating with global brands DraftKings Sportsbook, Frito Lay, Nissan, and Uber Eats, the Super Bowl debut will allow these brands to promote their brands with immersive AR adverts and experiences.
Snap will supply its strategic partners with AR advertising, outreach, and distribution tools for the Super Bowl 56 event, including camera kit, connected AR lenses, machine learning, and marker technology.
For example, DraftKings will use Snap technology to broadcast its SoFi Stadium AR lens filter, as well as launch an immersive reward event for US viewers.
Also, Doritos and Cheetos parent company Frito Lay will also promote its brand with an interactive AR ‘Snackable Screens’ lens, allowing Super Bowl LVI viewers to experience the world premiere for Megan Thee Stallions “Flamin’ Hottie” music video.
Similarly, Uber Eats is enticing viewers with its edible and interactive digital food items via its “Uber Don’t Eats” immersive experience, debuting its first AR advert on the Snapchat platform next Monday.
Japanese car manufacturers Nissan will employ Snap’s AR machine learning technology to enable viewers to drive a virtual Nissan Z vehicle during the Super Bowl broadcast.
Verizon 5G Ultra-Wideband
The news comes after the NFL signed a 10-year contract with Verizon to integrate 5G AR solutions during NFL events and at official stadiums.
Already, the New-York based firm has implemented its 5G technology in over 60 sporting and entertainment venues across the United States.
Additionally, Verizon invested $80 million USD to introduce its 5G Ultra-Wideband technology to the Raymond James Stadium in Tampa, Florida, allowing in-person and at-home attendees to enjoy instant mobile webAR experiences with reduced latency.
The Raymond James Stadium is now 5G-ready with miles of fibre optics, distributed antenna systems (DAS), and 281 small cell antennas to empower those working at or visiting the location.
Additionally, Verizon’s 5G developments in Florida offer significant benefits to residents in the surrounding downtown Tampa, Ybor City, and Riverwalk areas by enhancing 5G connectivity and coverage to nearby residents.