The Minnesota Twins get ARound with augmented reality
The Minnesota Twins baseball club announced the arrival of ARound at Target Field in Minneapolis
ARound is the brainchild of Stagwell (NASDAQ:STGW). It uses 3D spatial computing to localize content to individual users throughout the stadium, giving Target Field’s 40,000 in attendance the ability to see the same real-time 3D effects and shared games and other entertainments.
“We’re excited to introduce our fans to this never-before-seen technology as we continue to evolve and enhance the Target Field experience. Part multi-player video game, part augmented reality, with the ability for future expansion into an interactive next-gen stats platform, we believe what we’ve built with ARound will provide fans a next-level experience available only at Target Field,” said Charles Iles, Minnesota Twins senior director of brand experience & innovation.
Stagwell is a marketing network using technologies like augmented reality to connect the art and science of marketing. The company’s leadership are entrepreneurs and under them are 13,000+ specialists from over 34 countries, each present to drive effectiveness and improve business results for its clients.
ARound won Stagwell’s annual “Shark Tank” innovation competition, which invests in product ideas offered by the network’s employees. ARound is a component of the Stagwell marketing cloud, which is a proprietary suite of soft-as-a-service (SaaS) an desktop-as-a-service (DaaS) tools built for in-house marketing. These incorporate everything from the idea phase to activations and analysis. Other products involved in the cloud include PRophet, which assists public relations professionals using predictive algorithms; Koalifyed, an influencer manager platform, and the Harris Brand Platform, which delivers competitive brand intelligence.
Using ARound, fans can both see and interact in real-time with content led by action on the field, like after mascot races or homeruns, the Twins arrive on the field. During downtown, users can compete against their friends or fans in other sections to see who can knock down the most virtual blocks in the real-life outfield by throwing virtual baseballs or hot dogs.
“Shared augmented reality is the next frontier that sports teams, brands and other organizations should adopt as they look for ways to engage their audiences. At Stagwell, we don’t just talk about the next frontiers of marketing and technology – we build them, and support founders through their growth,” said Mark Penn, Stagwell chairman and CEO.
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