HF DEVISED AND CREATED A CREATIVE TECHNOLOGY UNDERPINNED PROMOTIONAL CAMPAIGN TO SUPPORT VODAFONE’S NEW SPONSORSHIP OF THE BRITISH AND IRISH LIONS RUGBY TEAM.
Our approach starts with our fan creating their own virtual Digital Lion avatar of themselves, which becomes their companion throughout the campaign running up to and during the Lions South African tour in 2021.
The technology that underpins the creation of the Users Digital Lion uses computer vision techniques to extract features from a single selfie. The application automatically creates a face shape and suitable texture.
At launch the avatars can perform a number of motions in AR, developed using motion capture of rugby players, including legends like Jeremy Guscott and Sam Warburton.
This is only the start of an exciting, long term initiative. Next year, during games, the ambition is for the app to act as an AR portal so fans get a first-person view of all the action in South Africa, from the comfort of their own home.
Ben Calveley, Managing Director, British & Irish Lions:
“This highly innovative app, which features cutting-edge fan engagement functionality such as the ‘Digital Lion’ and ‘XV Selector’, will further complement our digital channels, allowing fans to interact with the Lions in new and exciting ways.
“We have already seen record engagement numbers across our social media channels this year, and we look forward to continuing to deliver best-in-class digital content to Lions supporters all over the world.”