In an era of social distancing, LA Rams turn to Snap and Madden to unveil new uniforms – TechCrunch


As the United States awaits the grand reopening of its national pastimes dedicated to an era of social distancing imposed by a pandemic, sports teams are increasingly turning to a new wave of digital tools such as social media and video games to connect with a new generation of fans.

The Los Angeles Rams are the latest team to embrace the trend, choosing to work with social media giant Snap and EA Sports’ Madden NFL franchise to unveil new uniform design before the tallest stadium opens. -Tech National Football League later this year.

The team is working with Snap in Los Angeles to unveil the uniforms in a custom-made Snapchat augmented reality lens, offering the ability to trigger players into action.

The revelation of the augmented reality uniform, a move brought about by social distancing measures implemented in California, is a first for any NFL team. The Rams franchise has also collaborated with the Madden franchise to provide a glimpse of the uniform through in-game renderings of Rams players showing the new look.

On Instagram, social media users can see the interactive content of the uniforms in their new natural haaitat before the stadium opens.

“We have been discussing how to use AR for some time. At all levels, ”said Lexi Vonderlieth, head of partnership marketing. “We were trying to find ways to bring the uniform to life, enhance it and create something uninviting.”

From the global lens to Snap, viewers can see Jared Goff or Aaron Donald in their apartments, or living rooms. back yard. Thanks to the selfie view that Snap users can put. on the new Rams jersey and helmet.

Snap, based in Los Angeles, has a long-standing relationship with the Rams. Partly because of proximity and partly because of Los Angeles’ business connections.

The unveiling of the uniforms, which occurred earlier today, marked the first time that Snap has worked with a franchise rather than with the National Football League in general.

Previous uses for Snap filters and the camera this season came during the NFL draft itself – where Snap deployed special cameras to allow fans to celebrate and represent their own teams.

The National Football League in fact plays a leading role in the history of Snap glasses. One of the first goals developed by Snap was the famous “Gatorade dump” tradition where the coach of the winning Super Bowl team was sprayed with Gatorade by his players.

“We have seen this incredible connection in how AR can engage,” said Jeff Miller, senior director of global creative strategy, Jeff Miller. ” Snap is a platform designed to connect with close friends and family. The passion for sport is expressed through these types of connections. “

Snap, in some ways, is ideally placed to amplify the experience of fans in a socially distant sporting world. ” [The technology] gives us the ability to create incredible experiences that can replace physical enhancement, enhance it, or provide alternatives in a home sports environment. “


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