Following on from the release of the official League App in March, MLR and PT SportSuite announce the next phase of the partnership’s digital fan engagement strategy for 2021.
In a first of its kind for a North American sports league, the newly released AR SCAN functionality in the MLR App will bring the league’s brand to life – allowing MLR fans to scan team logos on official MLR merchandise – and anywhere else they can be found – to unlock “hidden” video content and special offers that reward fans for scanning.
The campaign officially kicks off a long-term league strategy to position the MLR App as a preferred destination for digital engagement between fans, MLR and sponsors, allowing MLR to deliver compelling digital engagement opportunities for the stay-at-home fan.
The campaign kicks off league strategy to position the MLR App as a preferred destination for digital engagement between fans, MLR and sponsors
“It’s great to see our technology being used to encourage engagement, achieve brand activation and reward fans in a fun and exciting way on mobile,” said Nick van Rensburg, PT SportSuite Engagement Director. “This is the launch of an exciting feature for fans of all ages to scan, collect and share MLR team logos with friends.”
While the launch phase will invite fans to scan MLR and team logos, it is envisioned that AR scanning will provide an additional digital resource for official MLR sponsors to engage directly with fans by making exclusive branded content, competitions and promotions available by augmenting branded collateral via the MLR App.
“Major League Rugby is continuing to prioritise digital evolution to increase accessibility for our fans,” said MLR Commissioner George Killebrew, “The MLR app is an important piece of that to ensure our fans have creative ways to engage with the League.”
“Major League Rugby is continuing to prioritise digital evolution to increase accessibility for our fans” – MLR Commissioner George Killebrew
Still to come for 2021, in the final phase of the MLR App rollout fans can look forward to a dedicated in-app Fan Zone, which will ask users to take on incentivised Fan Media Challenges – transforming MLR Super Fans into content contributors for the league and uncovering genuine behind-the-scenes fan stories across the league.
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