Touchdowns & Tech: Rams Fans Dive into AR Deals with Uber Eats and Princess Cruises

The Los Angeles Rams and Stagwell have teamed up with Princess Cruises and Uber Eats to bring augmented reality (AR) directly to fans during games at SoFi Stadium. Using Stagwell’s ARound platform, fans can engage with two immersive in-stadium AR experiences. Princess Cruises’ activation, “Touchdown Treasure,” transforms the stadium into exotic cruise destinations, like Mexico and Alaska, giving fans a sense of the brand’s travel offerings as Rams players “race” through these digital locations. Uber Eats offers a more interactive approach, where fans can play games to unlock food and beverage deals redeemable at stadium concession stands.

This AR experience, projected on SoFi Stadium’s Infinity Screen and accessible via mobile browsers, does not require fans to download a dedicated app—streamlining access and enhancing engagement. The integration also uses automated cameras to sync AR effects with live broadcasts in real time, amplifying the experience for in-stadium viewers and potentially TV audiences. ARound’s mobile browser-based approach allows fans to localize their interactions, whether viewing effects on the stadium’s screen or through their smartphones, making the experience both immersive and accessible.

The initiative highlights a growing trend in sports marketing: enhancing live sports with digital engagement to captivate tech-savvy fans. By creating brand experiences that are interactive and immediately rewarding, both Princess Cruises and Uber Eats aim to deepen fan engagement and drive real-time purchases, adding a fresh layer of excitement to the traditional stadium experience. Stagwell’s ongoing focus on AR as a versatile engagement tool—tested previously with the Rams in 2022 and the Minnesota Twins—reflects broader ambitions to merge live sports with digital interactivity, a space where brands like Snapchat are also competing.

Full story at Marketing Dive.