KNVB launches AR experience with DOOH during European Cup

Interactive campaign during European Championship

In June, at the kick-off of EK2020, the KNVB surprised the public with an innovative campaign that combined Digital Out of Home (DOOH) with Augmented Reality (AR). The result? An interactive experience that reinforced the connection with the Dutch national team - right in the middle of the street.

Take a virtual photo with your football hero

A clear appeal appeared on several digital screens within Bauer Media Outdoor's network: "Experience Oranje in AR". These DOOH displays invited passers-by to take a virtual photo with Orange players via a special app. Think Memphis, Virgil or Frenkie - lifelike next to you in AR. The action created spontaneous engagement, shared content on social media and a good dose of team spirit.

AR + DOOH: maximum activation, minimum friction

By using the flexibility and real-time capabilities of DOOH, the KNVB was able to roll out this campaign quickly and in a targeted way in locations with high foot traffic. The combination with AR made the campaign:

- Accessible - with a simple app download

- Shareable - visually strong on social media

- Memorable - real experience rather than just visibility

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