Carlsberg’s HeroMirror AR Experience for Liverpool FC
How Carlsberg’s sponsorship activation gives unique player access with its Liverpool AR experiences
YNWA
Fact Sheet
Client
Carlsberg x Liverpool FC
Location
Anfield Stadium & Carlsberg Experience
AR Setup
HeroMirror Augmented
Reality Kiosks by INDE
Featured Players
Carlsberg, Liverpool and HeroMirror by INDE
The HeroMirror AR kiosks, stationed at Anfield Stadium and Carlsberg’s “House of Carlsberg” in Copenhagen, allowed fans and potential customers to interact onsite with Allison Becker, Virgil Van Dijk, Andy Robertson, Alexis MacAllister, Rachel Laws, Emma Koivisto, Melissa Lawley, Shanice van de Sanden, John Barnes, Steve McManaman, Sami Hyypia, and Dirk Kuyt in Augmented Reality. This unique interaction not only brought fans closer to their soccer heroes but also aligned with Carlsberg's vision of bridging the gap between the team and the enthusiastic fan base.
ANFIELD STADIUM
HOUSE OF CARLSBERG
This experience is a ground-breaking component of Carlsberg's fan engagement strategy to leverage its long-standing sponsorship of Liverpool FC. The HeroMirror AR experience played a significant role, enabling fans to connect with Premier League and WSL stars in a safe, innovative manner.
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Impact
1
Created premium, digital on-site fan experience
2
Priceless interactions with iconic players
3
Leverages Liverpool's relationships with legends
4
Memorable AR encounters captured and easily shareable on social media.
5
Bringing new technology to activate Premier League and WSL sponsorships
Experience
Carlsberg's long-standing sponsorship of Liverpool FC’s mens and womens teams has been a huge long-term success. This longevity also leaves the brewer with the challenge of refreshing the activation to ensure that it remains relevant and “front of mind” with its customers. The challenge faced for the 2024 Premier League and WSL season included.
Liverpool’s fans demand full engagement with their team’s stars to reflect the passion they show as fans, including for the historical members of the team who retain a strong affinity for the club. Carlsberg also wanted to bring the Anfield experience to its visitor center in Copenhagen. The team therefore partnered with INDE to introduce the HeroMirror AR kiosks in both locations, showcasing members of the mens and womens teams alongside some of the club legends.
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Deliverables
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Deployment within brand experience and fan engagement zones.
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AR Hardware and Software.
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Custom Branded with featured Liverpool Players.
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Delivered via online dashboard
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For fans to spread their experiences across social media.
