Later this year, PSV Eindhoven – one of the oldest and most successful Dutch football clubs – will celebrate its 100th anniversary. Starting this week, the club is counting down the last 100 days until its 100th birthday with a daily interactive print campaign with Layar in the local newspaper Eindhovens Dagblad.
A series of articles and ads in the newspaper detail the history of the club. Fans can scan the pages with Layar to view extra videos of exciting moments from the last 100 years of PSV, interesting facts, unique stories as well as social media comments from fans on Twitter and Facebook.
“PSV is a very professional, marketing-driven organization which is always looking for new, innovative ways to communicate with their fans,” says Layar Partner Limebizz, which worked with PSV on the campaign. Incorporating Layar’s technology into this momentous campaign allows the club to interact with its fans continuously over the course the 100-day countdown in a unique way.
“Layar gives us the opportunity to share all memorable moments from 100 years of PSV,” said Guus Pennings, Head of Marketing for PSV. “Together with Limebizz and their conceptual approach, we developed an attractive Layar campaign.”
PSV isn’t the first football club to use the Layar Creator to build an interactive print campaign. Just last month, another Dutch club, ADO Den Haag, enhanced its logo and encouraged fans to scan it during a match to enter a contest and purchase special team items.
Founded in 1905, ADO Den Haag is one of the leading football teams in the Dutch national league. Together with marketing and communications multimedia agency UWMERK!WAARDIG, ADO Den Haag will be the first football club ever to use Layar technology during a football match. The kick-off will be take place this evening during the ADO Den Haag – FC Twente match. The club and agency have made the strategic choice to combine football, passion and content in a large campaign for their fans.
During the match, fans will be able to scan the club logo with the Layar App. While using the app, the fans will receive a message of team captain Danny Holla who invites them to
participate in an exclusive contest. In addition the fans will be able to purchase a unique merchandise package and they can “Like” their favorite club on Facebook.
We caught up with Jasper Saeijs, Marketing Coordinator for ADO Den Haag and André Batenburg, Managing Director for UWMERK!WAARDIG to hear more about this campaign.
Why did you decide to include interactive print in the multimedia of ADO Den Haag?
J.S.: ADO Den Haag wants to get to the next level of interaction between the club, the players and the fans. Interactive print provides a unique opportunity for us to bring our club and our players closer to our fans. With Layar we can use the emotional value of a football club and provide a more unique experience around our matches.
A.B.: More and more people want to have a live experience on their mobile devices. Layar provides the unique opportunity to combine multimedia techniques and interactivity (dialogue) at the same moment. Layar is easy to use and enhances the live experience during the football match.
What do you want to achieve?
J.S.: Besides bringing the club and the players closer to our fans, we can also make a quick link to our marketing activities around our products. Interactive print helps in making your marketing strategy less aggressive.
A.B.: As a multimedia agency we want to help ADO Den Haag intensify the contact with their fans. Next to that, we engage with the fans via film, contest, social share and e-commerce.
Why did you choose Layar?
J.S.: UWMERK!WAARDIG introduced us to Layar and we were impressed by the technology.
A.B.: Layar has broad experience in augmented reality and as a Certified Layar Partner, UWMERK!WAARDIG is developing ideas for today and the near future. We can level on strategic issues and work side-by-side in the field of operations.
Plans for the future?
J.S.: For now we like to test with augmented reality and see if we can achieve better communications and interaction with our fans. Augmented reality is one of the concepts that I think will be the future of marketing communication.
A.B.: We will integrate Layar for several business cases of our clients. That goes for retail and other companies. At this moment we are creating a variety of business cases using Layar that will go live in the upcoming weeks and months. I believe that interactive print will grow rapidly and we are happy that we are experienced in this field.
Give it a try yourself by scanning the ADO Den Haag logo in the flyers below! (Click to enlarge.)
Now when readers peruse the nearly 400 pages of the guide, hoping to learn more about how their favorite team might fare in upcoming football season, they can also uncover more info by scanning the pages with the Layar app. Each team’s page features quick links to news, schedules, results and transfers. Some of the ads in the guide have also been enhanced with links and videos.
This is a prime example of how the Creator can easily add interactivity to print products. Editorial magazines and newspapers are great for Interactive Print, and so are informative guides such as Voetbal International. Readers are already turning to the pages of the guide for specific information, and the opportunity to learn more and to view dynamic digital content within the pages of the guide adds value to the guide.
Since 1916 the Copa América has been South America’s main association football tournament. 95 years later, the tournament is turning to the cutting edge field of augmented reality to help fans connect with the tournament and discover important information.
This year the tournament is hosted by Argentina, and will feature the 10 members of the CONMEBOL (South American Football Confederation) plus Mexico and Japan. Android users can download the official Copa América app in the Android market to keep up with tournament items like the teams, players, schedules, scores and tables.
In addition, the app also makes use of Layar to provide location-based and visual information to users. The tournament takes place at several stadiums across Argentina, and holding your phone up will point you to the various locations. If a match is in progress, the teams playing will be displayed along with the stadium icon.
Users can also access information about each participating squad in augmented reality as the flags of each nation are displayed around you no matter where you are. Check out the video below to have a look at how the developers of this application, Grupo Esfera, have blended Layar into the Copa América app! You can also access the layer from the Layar app by searching for “Copa América”.
In recent years, Spain has become the country of champions when it comes to football.
In 2010, Spain conquered The Netherlands (we’re still recovering here in Amsterdam) in the World Cup Final with a last minute extra-goal just minutes before the match would have gone to penalty kicks. And just last month, Barcelona defeated England’s Manchester United to win the UEFA Cup for Spain.
Spain is also leading on another forefront - the use of augmented reality and Layar. Spain has fostered some truly impressive augmented reality experiences, including many layers on our platform. With a new layer from one of our Spanish partners, B_Cultura, the worlds of football and augmented reality have finally come together!
With the new Sevilla FC layer, fans of the La Liga club can pose for virtual photographs with their favorite stars. Forward Frederic Kanoute, defender Mauhamadou Dabo, keeper Javi Varas and midfielder Guarente are all posed in the AR view so you can snap a photo with them. You can also take a picture wearing a virtual jersey of the club, including home, away, alternate, Europa League and Copa del Rey variants.
To cap it all off, you can also pose with the team’s emblem, as well as a model of the UEFA Cup. With Layar 5.0’s sharing features, users can easily share their screenshots with friends and followers on Facebook and Twitter.
It’s all very basic and very fun, especially for big fans of Sevilla FC. We at Layar are very excited to see a major football club take it’s first steps into augmented reality and can’t wait to see more intersections of AR and football!