LOS ANGELES--()--Whatever they may say in Vegas, not all one-armed bandits are the same. After all, how many slots receive 10,000 pulls on a sun-baked weekend?
“Augmented reality is by its very nature experiential, so it truly shines at live events – and this summer, we’ve enhanced what was already a captivating AR experience”
Total Immersion (www.t-immersion.com), the global leader in augmented reality, today announced that Nike’s AR slot machine – which debuted last summer to standing room-only crowds at events around the country – is back by popular demand, visiting the Hurley U.S. Open of Surfing and the X Games circuit to showcase Nike’s 6.0 running shoe. During a two-day period at last year’s U.S. Open, more than 10,000 visitors tried their hand at the AR slot machine kiosk.
As part of Nike 6.0’s commitment to rich brand interaction with action sports fans, Total Immersion has again teamed up with ad agency Wieden+Kennedy to offer the world’s only augmented reality slot machine – this year, with new graphics, sounds and surprises.
Following BMX Dew Tour stops in Boston and Chicago, the AR slot machine made its latest appearance at the nation’s biggest surfing event – the Hurley U.S. Open of Surfing, which wrapped up in Huntington Beach, Calif. on August 8.
At the event, every visitor to the Nike tent received a VIP ticket offering a chance to win a pair of Nike 6.0 shoes and additional prizes – all based on the spinning wheels of the AR-generated slot machine. To activate it, the player displayed the ticket in front of a camera; on-screen, the ticket morphed into an oversize 3D slot machine that then appears in the attendee’s hand. At other stops on the Dew Tour, players can even see themselves on the “coin” that triggers the slot machine, thanks to Total Immersion’s face-mapping technology.
“Augmented reality is by its very nature experiential, so it truly shines at live events – and this summer, we’ve enhanced what was already a captivating AR experience,” said Bruno Uzzan, CEO, Total Immersion. “Nike is again demonstrating how AR can be used at major gatherings. Together, we’re bringing augmented reality to the masses, using a popular metaphor – the slot machine – to showcase the brand and help make consumers part of the show.”
The U.S. Open of Surfing is the world’s largest professional surfing competition — hosting 500 world-class athletes and drawing more than 400,000 spectators over nine days. Organized by the Alliance of Action Sports, the Dew Tour is the most watched and attended action sports property in the world. Attendance for the 2009 Dew Tour’s events exceeded 275,000 and more than 40 million viewers tuned in via NBC and USA.
About Total Immersion
Total Immersion (www.t-immersion.com) is the global leader in augmented reality. Through its patented D’Fusion® technology, Total Immersion blurs the line between the virtual world and the real world by integrating real time interactive 3D graphics into a live video stream. Leading the augmented reality category since 1999, the company maintains offices in Europe (France and UK), North America and Asia. Total Immersion supports the world’s largest AR Partner network, with a diversified portfolio of more than 80 best-of-breed solution providers worldwide. Find the latest news about Total Immersion at: http://augmented-reality-news.com.
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