BT-owned mobile telecoms network EE leveraged its principle sponsorship of The Football’s Association’s Wembley Stadium and promoted its 5G services through a social campaign and stadium superstore experience which helped England get kitted out
Launched to leverage England Football international friendlies against Switzerland and Ivory Coast on 26 March and 29 March respectively, a digital-first campaign invites fans to browse and buy official England matchday merchandise through the magic of augmented reality.
Fans visiting the 5G-powered at-stadium superstore were handed a smartphone to enable them to explore and purchase official England matchday merchandise via an augmented reality shopping experience guided by an avatar of England and Liverpool FC star Trent Alexander-Arnold and to take a selfie with the defender’s virtual avatar
Powered by EE’s 5G network, football fans attending Wembley Stadium for the games were handed smartphones allowing them to explore the virtual superstore, to seamlessly virtually view the AR football shirts from every angle and zoom in to minute details at the touch of their fingertips before making their purchase and leaving with their kit.
A series of markers were placed through the store so fans can scan to view specific pieces of kit and brin it to life in a fresh way. As they walk through the shop and experience AR first-hand, they were greeted by a virtual Alexander-Arnold who will talk them through the Superstore showcasing the new England home shirt and directing fans as to how to make their way through the experience.
Shoppers were invited to complete the AR experience at EE’s 5G Superstore by posing for a selfie with a virtual Trent Alexander-Arnold before they head into Wembley Stadium connected by EE to enjoy the game.
Heading to Wembley for the game on Saturday? ️
Why not checkout the world’s first AR Superstore? Head to Turnstile D to experience the future of retail, brought to you by @EE's 5G network pic.twitter.com/21zXDMKZIc
— Wembley Stadium (@wembleystadium) March 24, 2022
Heading to Wembley for the game on tomorrow? ️
Why not checkout the world’s first AR Superstore? Head to Turnstile D to experience the future of retail, brought to you by @EE's 5G network
Keep your eyes out tomorrow for more @TrentAA x EE content to drop pic.twitter.com/shlCJXvBwG
— Wembley Stadium (@wembleystadium) March 25, 2022
Checkout the behind the scenes content from when @EE turned @TrentAA into an AR avatar for the EE 5G Superstore!
If you are heading to Wembley today, head to Turnstile D to experience the future of retail, brought to you by @EE's 5G network pic.twitter.com/QvPsrUPhcu
— Wembley Stadium (@wembleystadium) March 26, 2022
The proceeds from the EE 5G Superstore from the two games will be matched by the brand and donated to charity partner The Alzheimer’s Society. The charity is the FA’s official charity partner with the England v Switzerland fixture on Saturday 26 March dedicated to them to help raise funds and awareness for the cause.
Today's #ThreeLions game against Switzerland has been dedicated to @alzheimerssoc. #FootballShouldBeUnforgettable pic.twitter.com/vb6tX3Zu4M
— Wembley Stadium (@wembleystadium) March 26, 2022
AMAZING to see @wembleystadium representing @alzheimerssoc! C'mon @England!#FootballShouldBeUnforgettable #ThreeLions pic.twitter.com/93J9pRxuv1
— Alzheimer's Society (@alzheimerssoc) March 26, 2022
“Being scanned at the volumetric studio to create my 5G powered avatar was like something from a sci-fi film,” commented England and Liverpool’s Trent Alexander-Arnold. “It was a really cool experience, and the final result looks great! I loved being turned into an avatar and seeing first-hand how augmented reality can create new experiences for fans, and I can’t wait to see it brought to life by EE 5G ahead of the Switzerland and Ivory Coast friendlies”.
EE Marketing Communications Director Pete Jeavons said: “The EE 5G Superstore is an exciting new shopping experience that provides a glimpse into the future of retail. The possibilities 5G technology offers are endless and what better way to drive this forward than by working with our long-standing partners at the FA and Wembley Stadium to give England fans the chance to buy their kit in a new and innovative way”.
Comment
EE has been the lead partner of Wembley Stadium, owned by The FA, since 2014 with the objective of ensuring the ground is the most connected stadium in the world whilst promoting its brand, products and services.
In the eight-year partnership, EE has introduced several forward-thinking tech advancements so that fans can stay connected and previous notable campaigns have included April 2021’s ‘5G Foosball Tournament’, its 2020 FA Cup linked ‘Game Face’ campaign and 2018’s ‘Wembley Cup‘.
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