Blippar and The Mars Agency have unveiled an augmented reality Super Bowl ad campaign that will run on the Apple Vision Pro.
Snickers, in partnership with Blippar and The Mars Agency, has launched the world’s first branded AR Super Bowl campaign for their NFL Rookie Mistake franchise. This cutting-edge experience is currently accessible on mobile devices through snickers.com/nfl.
Just in time for Superbowl, the AR campaign promises more engagement because it is debuting on both mobile devices and the Apple Vision Pro, which is launching on February 2 for $3,500.
The ad invites users to immerse themselves in the Snickers NFL Rookie Mistake AR experience. What sets this campaign apart is its availability on the Apple Vision Pro, marking one of the world’s inaugural branded AR experiences on this device.
Keith Curtin, chief revenue officer at Blippar, said in a statement, “Blippar has been creating AR experiences for more than a decade, but this year’s Apple Vision Pro release around Super Bowl is the perfect way to serve up our Snickers NFL Rookie Mistake AR experience to more than 180,000 projected Apple Vision Pro customers hungry for immersive content to test drive on their new devices.”
To access the AR experience, users can simply visit snickers.com/nfl on their mobile devices. The Apple Vision Pro version will be available on Feb, 11 Super Bowl day.
Blippar is a leading technology content company specializing in AR with a vision to make AR accessible for all. On average, the dwell time for the app is 1.5 minutes. So it’s not the most engaging application. But it does serve the purpose of being a commercial.
“It’s the world’s first branded Super Bowl AR campaign on the Apple Vision Pro,” said Curtin, in an email to GamesBeat. “Snickers is an official sponsor of the NFL and we’ve run an AR campaign to support their NFL Rookie Mistakes franchise for the past two years.”
Last year’s AR campaign featured Buffalo Bills wide receiver, Steffon Diggs and won an Omni Shopper Award for Best Digital Mobile Activation. This season’s AR campaign features Pittsburg Steelers linebacker TJ Watt as an Oracle inside a fortune teller machine (styled after a Zoltar machine). Watt will read you your fortune and the AR experience also allows you to practice kicking field goals in mixed reality.
On the reverse side of the fortune teller machine, it spins around to become a virtual candy vending machine where consumers can purchase snickers and mars candy through ecommerce.
Consumers who share their rookie mistake online will be entered to win a ‘home-gating’ set-up, complete with a 75-inch TV, a sound bar, a $50 gift card to the official NFL shop, a coffee table with a built in fridge, speakers and LED lighting, a gaming console and a 24-pack of Snickers. Consumers can enter the sweepstakes through Feb. 11 and five winners in total will be chosen.