Staff Writer

In this Fireside Chat from MGS20, Dan Ferguson, founder and partner of Groove Jones, and Jerome Elenez, Chief Marketing Officer of the Dallas Mavericks, explore how augmented reality (AR) can be used as a promotional tool.

Ferguson describes working with Elenez and the Mavericks to produce a series of AR-murals in downtown Dallas featuring specific players performing their signature moves and encouraging people to capture and share the experience. The murals earned hundreds of thousands of impressions and gained national attention, encouraging Elenez to expand the AR campaign to additional assets like game tickets and wall posters.

Ferguson concludes the video with insight into the future of AR, noting the difficulty of recent bandwidth restrictions but suggesting Web AR as both a solution and a way to gamify the passive share model in order to create more interactive engagement.