ABOUT THE AGENCIES BEHIND THE WORK

Left Field Labs is a team of engineers, designers, strategists, information architects and creative technologists who thrive at the intersection of imagination and scientific rigor. Together we aim to inspire a more positive world by being a driving force for culture, innovation and invention.

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Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

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Left Field Labs partnered with Hasbro to bring the classic game of Twister into the digital age with Twister AIR, an AR-based game powered by AI, and built for iOS and Android.

Advanced AI and Machine Learning Integration

Skeletal and Color Tracking

Left Field Labs employed sophisticated AI and machine learning algorithms to enable reliable tracking of players’ movements and their colored bands in varied lighting conditions. This technology ensured accurate detection and response, regardless of skin tones and clothing variations. Its custom skeletal tracking monitors up to four players on a wide range of hardware, both Android and iOS devices, enhancing the versatility and accessibility of the game. 

AI-First UX Design

The app’s user experience was designed with an AI-first approach, focusing on players’ gestures, positions, and movements to create a smooth, intuitive interface. This design approach, which prioritizes AI driven interactions, enabled players to interact with the app and navigate game levels effortlessly, using natural motions for a more immersive and engaging experience.

Innovative AR gameplay experience

Gameplay mechanics

Players followed movement cues from the app, similar to games like Just Dance and Beat Saber. The game features 16 music tracks, including an original song “Twist in the Air,” and challenges players to match colored bands with on-screen dots, perform specific poses, and execute complex movements. The game also included a level editor to design levels synchronized with music, providing varying levels of difficulty and enhancing replay value.

User feedback

The innovative gameplay received positive reviews from both children and adults. “Twister Air is a great way to close those Apple Watch rings,” noted one user, highlighting the physical activity aspect of the game. The app also creates highlight reels of players’ key moments, making it easy to share social assets and elevate the social aspect of the game.

Modern twist on a classic game

Twister AIR reimagined the classic game of Twister for the digital age. The AR app transformed the traditional mat game into a dynamic, music-focused experience without being restricted to a surface. Players wear colored wrist and ankle bands, and the app uses the device’s camera to track their movements, creating an immersive and  interactive gameplay environment.

Industry recognition

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

Originally Released On

PR Newswire

Contact:

Kara Gelber

pr@stagwellglobal.com 

ARound’s Stadium-Level Technology Transforms the Fan Experience for Sports Teams, Audiences, and Brands

MINNEAPOLIS, August 26 – ARound, the leader in large-scale augmented reality (AR) experiences that is part of Stagwell (NASDAQ: STGW), today launched a groundbreaking in-stadium AR experience for Minnesota United FC in partnership with Target. This marks the first integration of stadium AR technology into an MLS pregame celebration, setting a new standard for fan engagement at Allianz Field.

Building on successful partnerships with the MLB’s Minnesota Twins, NBA’s Cleveland Cavaliers, and NFL’s Los Angeles Rams, ARound’s latest initiative is a significant step in expanding its presence in live sports. Fans continue to be highly engaged with existing ARound experiences, with users interacting for an average of over 15 minutes per game.

“We are excited to bring this immersive AR experience to MLS and fans nationwide,” said Josh Beatty, Founder and CEO of ARound. “These new experiences merge physical and digital worlds in an unprecedented display of team spirit and innovation, bringing fans right into the action.

Starting August 24, 2024 and continuing throughout the season, ARound will bring to life a new Minnesota United tradition, “Loons Liftoff.” This experience allows fans to hit targets and collect points as they work as a community to summon “The Dethloon,” a nod to Minnesota United’s fan culture and beloved mascot. Participants can also scan a QR code for a chance to win a Target gift card.

“This collaboration with ARound and Target exemplifies our commitment to innovation and community,” said Evan Entler, Vice President of Digital Media at Minnesota United. “We’re excited to see how fans react to this unique blend of tradition and cutting-edge technology.”

About ARound

ARound is a first-of-its-kind stadium-level shared augmented reality platform and is part of the Stagwell Marketing Cloud, a proprietary suite of SaaS solutions built for the modern marketer. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound’s massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience. It was the winner of Stagwell’s annual innovation competition which invests in new product ideas proposed by the network’s 13,000+ employees. ARound and the Stagwell Marketing Cloud are a part of Stagwell (NASDAQ: STGW), the challenger network built to transform marketing.

About Minnesota United FC

Minnesota United FC is a professional soccer team based in Minneapolis, Minnesota, competing in Major League Soccer (MLS). Known for their passionate fanbase and strong community ties, Minnesota United FC embodies the spirit of soccer in the North.

About Target

Target Corporation is a leading American retailer headquartered in Minneapolis, Minnesota. Known for its community involvement and innovative partnerships, Target continues to enhance the consumer experience through cutting-edge technology and creative collaborations.

Contact:

Kara Gelber

pr@stagwellglobal.com 

ABOUT GALE

GALE is a Business Agency. Founded in 2014, the agency currently has offices in New York, Singapore, Toronto, Denver, Los Angeles, London, Austin, Kansas City, and Bengaluru. GALE has received top industry awards including Ad Age’s A-List, Ad Age’s Data & Analytics Agency of the Year, Adweek’s Fastest Growing Agency, the Grand Effie and Adweek’s Breakthrough Media Agency of the Year. 

Frontiers in Focus

Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

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Bomb Pop is the most popular ice pop that nobody can remember. GALE’s mission was simple: get tweens to remember the brand’s name. The team brought the favorite summertime snack into the virtual world of Restaurant Tycoon 2 in Roblox, where Roblox restaurant owners could serve eight virtual Bomb Pop flavors to their customers. Gamers served 48.5 million Bomb Pops — making it the #1 selling food item in Roblox history. 

Our Approach to Transformation

Introducing the Bomb Pop Update in Restaurant Tycoon 2. For two weeks, Roblox restaurant owners could serve virtual bomb pops to their hungry customers and earn limited edition gear to upgrade their restaurants – turning Restaurant Tycoon into a red, white, and blue bonanza, and making restaurant owners within the platform our very own virtual brand ambassadors, interior designers, and architects. In the process, using our limited-edition items, players completely transformed the restaurants into gaming lounges, family style buffets, and even high-end beach clubs with an average of 28 minutes engaged across the experience.  

Our Impact

Time spent was 133% beyond Roblox branded experience benchmarks. We also had over 500,000 unique users enlist as virtual bomb pop distributors who sold over 48.5 million bomb pops, making it the most sold food item in Roblox ever. Even more significantly, sales in the real world were also up with an immediate 28.6% increase. We proved that the virtual world can spur epic real world business results.

Wondering where to begin with immersive experience implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

ABOUT LEFT FIELD LABS

Left Field Labs is a digital agency dedicated to solving our common challenges through uncommon creativity. Our team of over 100 designers, developers, and strategists has launched hundreds of digital products and experiences – from VR and websites to apps and experiential installations – for clients, such as Google, Discovery, Android, Estée Lauder, Uber, and Disney.  

Frontiers in Focus

Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

SIGN UP FOR OUR INSIGHTS BLASTS

Google set out to create a 360° event-scale augmented reality (AR) experience at CES that would help attendees experience its presence in a whole new dimension. Google partnered with Left Field Labs to blend its physical booth location with a digital overlay, focused on bringing helpful and contextual information to attendees, as well as delightful moments.  

Our Approach to Transformation

LFL leveraged Google’s latest AR technologies in partnership with Adobe to inspire developers, creators, and brands at Google’s CES booth. The team aimed to demonstrate how AR has the potential to solve everyday challenges, whether orienting yourself around a busy environment, getting the scoop on more demos to see, finding transportation, or helping with decision making. 

First, LFL used Google’s Geospatial Creator, powered by ARCore and Google Maps Platform, in Adobe Aero to create an effective storyboard that integrated physical and digital elements seamlessly for the AR experience. LFL then built Google’s beloved Android Bot into the AR experience as a guiding figure with simple yet richly expressive interactions. Taking an agile approach, LFL iterated and tested on a wide range of Android and iOS mobile devices to ensure smooth performance for attendees.  

Our Impact

The AR guide to Google on Android at CES 2024 was a successful “show rather than tell” experience that helped attendees enjoy the space with immersive surprises along the way. The experience was activated nearly 9,000 times over the four-day event.  

Wondering where to begin with immersive experience implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

ABOUT AROUND

ARound is a first-of-its-kind stadium-level shared augmented reality platform within the Stagwell Marketing Cloud. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound’s massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience.

Frontiers in Focus

Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

SIGN UP FOR OUR INSIGHTS BLASTS

Recognizing that smartphones are already part of the modern spectator experience, the Cleveland Cavaliers aimed to transform these devices from potential distractions into essential components of the game action. The objective was to introduce mass gamification and real-time visualizations to the NBA Playoff experience through Stagwell’s ARound, making every fan and brand feel like a bigger part of each magical moment.

Our Approach to Transformation

ARound implemented its cutting-edge augmented reality (AR) platform at Rocket Mortgage FieldHouse, transforming spectators’ smartphones into interactive gameday devices. This technology allowed fans to interact with larger-than-life players and mascots, live game animations, and immersive AR challenges directly linked with other fans and the ongoing action. Additionally, sponsored content was integrated into the AR experiences, enabling brands like Cliffs to engage with fans through captivating and interactive games right on the court.

Our Impact

The implementation of ARound’s AR technology led to a dramatic increase in fan engagement, with spectators actively participating for an average of 14 minutes per game. By making smartphones an integral part of the live event, the Cavaliers enhanced the game-day experience, deepened fan immersion, and created new opportunities for innovative sponsor activations. This strategic use of AR technology enriched the playoff atmosphere, ensuring fans were not just spectators but active participants in the excitement of NBA games.

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

Originally Released On

PRNewswire

CONTACT:

Sarah Arvizo
pr@stagwellglobal.com 

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
pr@stagwellglobal.com 

ARound App Adds New Features Including Immersive, Real-Time Player and Team Data Visualizations to Enhance the Twins’ In-Ballpark Experience

NEW YORK and MINNEAPOLIS, July 6, 2023 /PRNewswire/ — Continuing to deliver groundbreaking fan experiences, the Minnesota Twins today announced a continued partnership with ARound, the cutting-edge, smartphone-based shared augmented reality (AR) platform that is part of the Stagwell Marketing Cloud. Building on the success of the initial August 2022 in-ballpark pilot, the second iteration of the ARound app adds new features including immersive, real-time player and team data visualizations, along with in-ballpark AR games. This pilot app expands and enhances the Twins fan experience at Target Field.

CONTACT:

Sarah Arvizo

pr@stagwellglobal.com 

CONTACT

hello@stagwellglobal.com

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Talent in the Metaverse 

What’s next in connection, community, and commerce for avatars, athletes and artists? Hear from Tracy Benson, CEO and Founder of Obsesh, Nova Han of Nova Han Productions, and Helix Wolfson, President of Metaverse Operations at Infinite Reality. Stream the episode.

Creator Economy and the Metaverse

How are creators and platforms envisioning the future of fandom and engagement in the metaverse and other immersive realities? Maggie Malek, CEO, MMI and John Rough, SVP, Enterprise for Untied Masters, discuss. Stream the episode.

Fandom, Music, and Metaverse 

VentureBeat’s Dean Takahashi, Jonathan Vlassopulos, CEO of Napster, and Animal Concerts Executive Producer, Music, Anthony Mazzo discuss how brands can connect with artists, music, platforms and communities in the metaverse. Stream the episode.

Inclusivity in the Metaverse 

AFROPUNK founder Jocelyn Cooper and Shelby Larkin, Director, Global Partnership development at SoFi Stadium and Hollywood Park discuss diverse communities can benefit from the Metaverse. Stream the episode. 

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded Jan. 27-29):

ECONOMIC WORRIES MIXED:

Today, 87% of Americans are concerned about the economy and inflation – up 1 point from last week and up from 82% in December.

• 82% worry about a potential U.S. recession (down 1 point)
• 81% about U.S. crime rates (up 1 point)
• 75% about political divisiveness (up 4 points)
• 69% about the War on Ukraine (up 1 point)
• 66% about affording their living expenses (down 5 points)
• 58% about a new COVID-19 variant (down 2 points)
• 42% about losing their jobs (down 7 points)

PARENTS WANT CHILDCARE SUPPORT AT WORK:

Parents increasingly feel unsupported in the workplace and expect more childcare support from employers and the government, based on our new Parent Confidence Report with KinderCare.

• 61% of working parents say there is a disconnect between the level of support they need and the benefits their employer provides.
• Childcare benefits are the second most important reason for parents staying at their current job – with 18% ranking them as the most crucial benefit – behind health insurance.
• More than half of working parents would stay at their current job if their employer provided childcare benefits, such as pre-tax benefits, emergency/backup childcare and on-site childcare.
• 70% of parents say childcare is at a crisis point in terms of accessibility and affordability.
• 66% believe the government should offer universal childcare to all children, from birth to kindergarten.

1 IN 10 LOOKING FOR NEW HOME, BUT WITH UNREALISTIC PRICE EXPECTATIONS:

For the fifth year in a row, most Americans (83%) say buying a home is a priority. Yet, in our latest survey with NerdWallet, high mortgage rates and a seller-friendly housing market prove to be obstacles – along with unrealistic home price expectations.

• 11% of Americans say they plan to buy a home in the next year.
• Prospective buyers hope to spend $269,200 on average. This is significantly lower than the typical home price of $379,100.
• 32% of Americans feel worse about their ability to purchase a home in 2023 than in 2022 (a 7-point increase from last year).
• The top reasons for the more negative outlook include a worsening economy (58%), higher mortgage rates (57%) and higher home prices (57%).
• 67% of Americans say a housing market crash is imminent in the next three years.

INVESTORS RETHINK RETIREMENT PLANS:

Turbulent market conditions and rampant inflation have forced investors to consider working after retirement, based on our survey with Nationwide.

• 69% of non-retired investors say post-retirement employment could lie ahead.
• 44% of these investors inclined to keep working say they’ll have to supplement their retirement savings or income out of necessity.
• 40% of non-retired investors plan to move to a different city or region after retiring, with the most common reasonings being lower cost of living (43%) and lower taxes (34%) – far ahead of being closer to family (22%).
• 49% of non-retired investors with a financial advisor are “very nervous” about spending down their retirement savings in today’s current market environment.

LACK OF TRUST OVERSHADOWS NEW AI TOOLS:

Businesses might need to slow their roll when it comes to adopting AI tools like ChatGPT and DALL-E2, according to our latest study with AdAge.

• 52% don’t trust AI tech.
• 54% are familiar with generative AI tools, and nearly a fifth have used one.
• 67% of Americans are concerned about the safety of generative AI technology.
• Only 29% said they have not used generative AI nor are they interested in doing so.
• Less than half (44%) say that it is easy to tell the difference between something created by AI and something created by a human.
• 58% think things created by generative AI tools are less impressive than things created by people.

ICYMI:

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• Five Things to Know About ChatGPT
• Generative AI – how marketers should navigate consumer distrust
• Augmented reality. The bright future of women’s sports. What Gen Z wants from work. Stagwell’s National Research Group explores all of these topics in a new premium magazine, Boundless.
• 20 brands gaining popularity with Gen Z
• About three-quarters of people who plan to watch the Super Bowl said they’re excited for the ads
• Big Tech’s Free Ride Is Coming to an End

As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.

Thank you.