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

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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.