The Dallas Cowboys are an American football team in the National Football League and are based out of Dallas, Texas.
Type: Superhero: Innovative content that sets the bar by incorporating new formats or channels to engage with the audience outside of the usual mediums.
Campaign Title: Pose With The Pros
What It Is
Every fan wants to get a photo with their favourite athletes and the Dallas Cowboys make it a reality. Using Augmented Reality (AR), the team's Pose With The Pros machine lets fans pick which players will join them on the screen for a selfie.
The experience is quick, personalised and leaves a lifelong memory for some people who may never get the opportunity to meet the players they look up to. It's an innovative element that adds to the value of attending the game at the stadium, which has since declined over the past few decades as the standard of watching from home steadily improves. For brand enthusiasts, it's a must-have moment.
Why We Like It
Sports teams are also entertainment companies and lately, they've been searching for value adds to support skyrocketing ticket prices. Not many organisations are using content as a means to achieve it.
The Dallas Cowboys create superhero content here that uniquely leverages interactive tools and AR so that fans can get a truly memorable moment.
How We’d Add To It
The Dallas Cowboys have created a truly unique piece of superhero content here and it's clear they're all in on AR with a couple of the other tools that they're creating.
We'd like to see the AR experience extended from the still photography setting that it's currently in towards something more active - but the limits of technology may decide whether that happens.