Last year, FC Dallas teamed up with Groove Jones to create an exciting AR fan experience for the season kick-off. The AR-enabled mural allowed fans to activate the experiences by scanning a QR code on the image—the collaboration aimed to captivate fans and enhance their matchday experience.
This year, FC Dallas once again collaborated with Groove Jones to bring their popular AR mural to life. The mural will not only be at Toyota Stadium but also be installed at Dallas Love Field Airport.
AR Mural Installations
Love Field: The mural is on the second floor at the Dallas Love Field Airport as travelers exit the main terminal and head to baggage claim. Travelers can activate the mural by using their phone to scan the QR code and then select “Launch AR” on the landing page.
The FC Dallas marketing team also blanketed the Love Field parking garage and entrance with FC Dallas imagery that leads to the mural.
Toyota Stadium: The mural is also installed at the North end of Toyota Stadium so fans can activate the mural during a match.
When activated, FC Dallas players like Maarten Paes, Jesus Ferreira, and Paul Arriola burst out of the mural with electrifying sound effects. With red flames omitting from each player, they all perform a signature move to pump up the fans!
Fans can take a photo or video as they pose with a player and easily share it on their favorite social or text it to a friend. Fans can also tap to access the team’s schedule within the experience.
The AR effect uses image recognition on large murals to bring the players into our physical space.
Behind The Scenes
Groove Jones used the 8th Wall SDK to create this immersive and interactive experience for fans without needing a mobile App. We worked with the FC Dallas marketing and AV team to capture the players on-site at Toyota Stadium, the home of FC Dallas. Players were shot on a green screen and then composited into the AR experience.
The collaboration between FC Dallas and Groove Jones created a dynamic and engaging way to kick off the season. By incorporating augmented reality technology, the AR-enabled mural at Toyota Stadium remains a fun focal point for fans.