NHL's LA Kings engage fans with AR activations

Mobile-activated augmented reality experiences excel at engaging fans in new ways, and the NHL’s LA Kings are the latest example of a sports team leaning into the technology to bring a new dimension to home games…

The Los Angeles Kings will engage hockey fans in a new way during home games, partnering with Mercury Insurance and creative agency Ayzenberg Group to launch the Where’s Bailey? AR experience at Crypto.com Arena.
The augmented reality game challenges fans to find the Kings’ mascot, a lion named Bailey, hiding in a mural designed by artist Nigel Sussman, which will be on display near the Team LA store on the arena’s main concourse. Fans can scan a QR code on the mural to load a web-based AR experience that brings the mural to life. Bailey will be hidden in a different spot in the AR experience for each Kings game, and when fans find him, they’ll be entered to win a Kings prize package.
“Mercury and the LA Kings, both deeply embedded in the fabric of Los Angeles, have always shared a commitment to this city,” said Erik Thompson, vp and chief marketing officer at Mercury Insurance. “Where’s Bailey? is a love letter to the city of Los Angeles, and we are so happy that Mercury, the Kings and, most importantly, Kings fans get to enjoy it.”
Mercury Insurance also released a Here’s Bailey Instagram filter that allows fans to view Bailey through AR and post content on Instagram for a chance to win LA Kings prizes such as autographed hockey sticks and pucks, jerseys and game tickets.