To promote ALLCAPS Fan Week from April 1-7, the Washington Capitals launched an augmented reality (AR) game called Tilt The Ice developed by the Baltimore, Maryland-based Balti Virtual. To play, fans have to obtain Tilt The Ice Bud Light coasters at Capitals games and from bars in the DC area.
“We have been looking for an opportunity to jump into the augmented reality space and believe the Tilt the Ice game is a great way for our fans to experience it in a really fun way, while also activating with a great partner in Bud Light,” said Capitals senior director of digital media James Heuser. “At Monumental Sports & Entertainment, we are always looking for new and emerging technologies that will enhance our fan’s experience and connection with our brand and believe this game, the first of its kind in the NHL, is a perfect step into the always advancing AR field.”
By scanning the coaster using Balti Virtual’s AppAR8 app (available on the App Store and Google Play Store), gamers will trigger a 3D interactive rendering of a goaltender. Fans must tilt the coaster left and right to move the goalie and make as many saves as possible before the game concludes. Fans are encouraged to screenshot high scores and share on Twitter by mentioning @Capitals and @BudLight with the #ALLCAPS hashtag. The top scorers will be eligible for playoff prizing.
Brand integrations with AR experiences provide unique opportunities for fans and vendors to engage with promotional campaigns such as these. While the requirement of a proprietary app introduces hurdles for users, Tilt The Ice presents enough of an entertainment value for Capitals fans to get involved.
