As a result of Mercedes-Benz USA “enhancing the fan experience,” Atlanta sports fans can now share a touchdown dance with Matt Ryan of the Atlanta Falcons, or celebrate a goal with Josef Martinez of the Atlanta United.
Mercedes-Benz is introducing its all-new augmented reality experience at Mercedes-Benz Stadium, which through 2021 will allow sports fans and visitors at all Falcons and Atlanta United home games to interact with virtual versions of Atlanta athletes.
Mercedes-Benz said that interaction will take place in ride-along tours, celebration dances and locker room chats through what it describes as a “technologically advanced, unique experience” at the stadium.
The company said guests who use voice commands, artificial intelligence and augmented reality are in the driver’s seat, making memories with local sports stars by creating their own customized and immersive experience.
Guests can activate a joyride “through the panes of reality” with Calvin Ridley of the Falcons or Michael Parkhurst of the United.
The user can say, “Hey Mercedes…” and let the all-new Mercedes-Benz User Experience, or MBUX, technology handle the rest. The visitor can experience Ridley demonstrating how to activate back massages, alter the temperature and play the visitor’s favorite tunes in vehicles outfitted with the MBUX system. Mercedes-Benz said the system parallels popular in-home virtual assistants.
Visitors can also electric slide into section 104 for the Ryan touchdown dance or Martinez goal at the Mercedes-Benz EQ station, which refers to the automaker’s new line of electric vehicles.
This augmented reality display is outfitted with Mercedes-Benz electric hybrid vehicles, and the automaker said it helps energize guests with their favorite playmakers. They can also interact with technology available in the Mercedes-Benz EQ lineup.
In addition, at the augmented reality station located in the Mercedes-Benz Club, post-game takes on a whole new meaning. The station gives guests access to exact replicas of the Atlanta United and Falcons locker rooms.
Fans in that setting can participate in an augmented reality post-game conversation with their favorite players. The display brings that wish to life for fans who have always dreamed of participating in these behind-the-scenes moments.
“This dazzling re-imagining of the fan experience parallels the ever-evolving technological advancements of Mercedes-Benz automobiles and offers fans an opportunity to interact with the brand in a fun new way,” department head of brand experience marketing Monique Harrison said in a news release.
Fans will receive personalized videos from the augmented reality experience and share the experience to their social media accounts.
Featuring 2017 U.S. Open champion and Mercedes-Benz Ambassador Sloane Stephens, the interactive consumer exhibition debuted earlier this year at the 2019 U.S. Open.