Put on Your Game Face with Augmented Reality Face Painting
Float Hybrid and YinzCam partner to bring AR face painting to NFL teams.
Three NFL teams, the Broncos, Eagles, and Texans have introduced augmented reality face painting to let fans virtually paint their face in team colors. Using their teams’ official mobile app, fans can apply different face paint designs and helmet filters, as well as take selfies and share photos with friends on social media, all from within the team app.
The feature is the result of a partnership between mobile app and software developer YinzCam, based out of Pittsburgh, and San Francisco digital agency Float Hybrid. The duo worked with Bud Light and select NFL teams to have the feature ready for the start of the NFL season.
“Fans are looking for fun, new ways to get involved with their favorite teams, and augmented reality allows us to provide a highly engaging, interactive fan experience,” says Brady Kellogg, Senior VP of Corporate Partnerships at the Denver Broncos. “We are constantly exploring ways to enable fans to feel more connected with new technologies, applications and fan experiences.”
The Broncos were the first team in the NFL to introduce augmented reality face painting at the end of the 2016 season, and its success in driving fan engagement led the team to bring it back for the 2017 season.
Face painting has become an essential part of American sports culture. As the NFL and its sponsors look to connect with the younger generations, they will need to provide experiences that leverage the technologies and devices on which these generations rely.
“Phones have become the primary method of interaction,” says Ryan Mortimer, Director of Digital Innovation for Anheuser Busch. “The onus is on us as innovators to provide experiences that resonate with the way these fans communicate & participate. The augmented reality face painting feature does just that.”
The feature uses facial detection to apply digital face paint masks in real time. Responsible for designing the various face paints, Float Hybrid studied countless images of fans across each participating team to understand which designs would resonate most with the local fans.
“We are hyper-focused on leveraging innovative technologies to create memorable moments that drive emotional connections with consumers,” says Keith Bendes, VP Marketing and Strategic Partnerships at Float Hybrid. “AR Face Paint capitalizes on some of the most beloved and fun trends in mobile to provide all fans, whether in the stadium or at home, a way to showcase and share their fandom.”
- Mobile Marketer Bud Light sponsors AR face paint app for NFL teams