An interactive Augmented Reality experience INDE has custom-developed for Pizza Hut – featuring Antonio Brown and JuJu Smith-Schuster – allowed NFL fans to meet and dance with the Pittsburgh Steelers wide receiver duo at Super Bowl.
The large-screen AR installation was 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 launched on January 26 at the fan zone of Super Bowl LIII, took place in Atlanta on February 3, and allowed fans to choose the dance they would like to perform with Antonio and JuJu dancing right beside them in real-time. Each participant’s dance with the famous duo was automatically captured by the system, so fans could immediately share their photos and videos online.
What made 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.”