Mars brand Snickers worked with the Blippar team to bring a world first augmented reality (AR) Super Bowl experience to the Apple Vision Pro. The activation was made in collaboration with The Mars Agency and technology content company Blippar.
Consumers who own an Apple Vision Pro on Feb. 11, the day of the Super Bowl, can access the experience to practice kicking field goals or visit “misfortune teller” T.J. Watt of the Pittsburgh Steelers. The effort is tied to Snickers’ long-running “Rookie Mistake” platform.
The experience is also available on mobile devices and invites users to share their rookie mistakes, or embarrassing moments, for the chance to win an at-home football viewing set-up. The campaign highlights how some brands are already innovating and utilising the exciting development within the AR hardware space.
Apple’s Vision Pro mixed-reality headset has just arrived and brands are already strategizing ways to plug into the most exciting product launch of recent times. The long-anticipated Vision Pro headset became available for pre-order earlier this month and officially luanches on February 2nd.
For Snickers, pairing excitement around the headset with Super Bowl fandom could help drum up engagement among those “hungry for immersive content to test drive on their new devices,” said Keith Curtin, chief revenue officer at Blippar.
Snickers’ AR experience has been available on mobile devices since last fall to consumers who scan a QR code or visit a designated microsite. Those 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.
The brand’s latest collaboration with Blippar marks the second consecutive year the two, along with The Mars Agency, have run the NFL “Rookie Mistake” AR campaign. Last year, the activation featured Buffalo Bills player Stefon Diggs and was the winner of an Omni Shopper Award. Snickers launched its “Rookie Mistake” platform in 2021 as a way for the Mars brand to engage consumers throughout the football season.