Snickers Brings Augmented Reality Super Bowl Experience to Apple Vision Pro
A look at Snickers' innovative approach to the Super Bowl with an augmented reality (AR) experience on the Apple Vision Pro, offering users a chance to engage in football-themed activities and interact with Pittsburgh Steelers 'misfortune teller' T.J. Watt.
The Innovation of Snickers' AR Super Bowl Experience
Snickers, the iconic Mars brand, is set to revolutionize the Super Bowl viewing experience with an augmented reality (AR) activation on the Apple Vision Pro. In a strategic collaboration with The Mars Agency and technology content company Blippar, Snickers is bringing an immersive and engaging experience to football fans on the day of the big game.
On February 11, consumers who own an Apple Vision Pro will have the opportunity to step into the world of Snickers' 'Rookie Mistake' platform. The AR experience allows users to practice kicking field goals and even interact with Pittsburgh Steelers' 'misfortune teller' T.J. Watt. This innovative approach is a testament to Snickers' commitment to providing football enthusiasts with an unforgettable and interactive viewing experience.
Furthermore, the AR experience is not limited to the Apple Vision Pro; it is also accessible on mobile devices. Users are encouraged to share their 'rookie mistakes' or embarrassing moments for a chance to win an at-home football viewing set-up. This forward-thinking initiative demonstrates how brands are embracing Apple's highly anticipated headset to deliver captivating and immersive content to their audience.
Strategizing for the Arrival of Apple's Vision Pro
The anticipation surrounding Apple's Vision Pro mixed-reality headset has prompted brands to develop innovative strategies to capitalize on the excitement. Although the headset is yet to be released, Snickers is already preparing to launch its 'Rookie Mistake' AR experience on February 11, coinciding with the Super Bowl.
Keith Curtin, chief revenue officer at Blippar, emphasized the potential for engaging consumers who are eager to explore immersive content on their new devices. By aligning the AR experience with the Super Bowl, Snickers aims to generate heightened engagement among tech-savvy individuals who are enthusiastic about the latest advancements in mixed-reality technology.
Despite the premium price tag of the Vision Pro headset, early sales figures indicate a promising start, with Apple reportedly selling between 160,000 to 180,000 units shortly after the pre-order became available. This early success has piqued the interest of marketers, encouraging them to consider branded experiences on the device. However, the historical challenges faced by virtual reality headsets, particularly among younger consumers, pose a significant consideration for brands looking to leverage the platform for immersive experiences.
Apple's track record for creating successful connected devices, such as the iOS platform, instills confidence in marketers seeking to capitalize on the latest advancements in spatial computing. With CEO Tim Cook's vision for a 'new era of spatial computing,' Apple's foray into mixed-reality technology presents an enticing opportunity for brands to engage with their audience in innovative and immersive ways.
The Evolution of Snickers' AR Initiatives and Industry Trends
Snickers' AR experience has been a progressive endeavor, extending beyond the Apple Vision Pro to mobile devices since last fall. By leveraging a QR code or visiting a designated microsite, consumers have had access to the immersive AR experience, further enhancing their interaction with the Snickers brand.
The collaboration between Snickers, Blippar, and The Mars Agency marks the second consecutive year of the NFL 'Rookie Mistake' AR campaign. This ongoing partnership underscores the success and innovation achieved through the integration of augmented reality into the Super Bowl experience, as evidenced by the previous year's activation featuring Buffalo Bills player Stefon Diggs.
In addition to Snickers' creative approach, other marketers have also sought to tap into the Super Bowl frenzy, exploring unconventional avenues beyond traditional commercials. With the cost of in-game airtime reaching exorbitant figures, brands like DraftKings and Tums have devised interactive games and engaging experiences to captivate audiences during the highly anticipated sporting event. These initiatives reflect the industry's shift towards immersive and interactive marketing strategies, leveraging cutting-edge technology to enhance consumer engagement.
