To celebrate the unveiling of their Super Bowl XLVI championship ring, the New York Giants are inviting fans to share in the moment. Big Blue die-hards around the world will be able to virtually “try on” and take photos with the newly revealed Tiffany & Co.-designed ring, as well as each of the team’s three previous Super Bowl rings, using the free GoldRun mobile application. Participants will also be able to pose with the coveted Lombardi Trophy.
An instructional video can be viewed by visiting the following link: http://www.giants.com/virtualring.
The Giants are the first National Football League team to use Augmented Reality technology and the only team among the major U.S. sports leagues to allow their fans to virtually wear championship jewelry using this technology.
“Giants fans are the best fans in the world and a tremendous part of our success,” said Giants Senior Vice President and Chief Marketing Officer Michael Stevens. “We’re always striving to become pioneers in social media and to find new and interesting ways to engage our fans. What a cool way of allowing all Big Blue fans – whether they’re local or abroad – to experience this special moment.”
In addition, anyone who snaps and shares their photos to Facebook, Twitter or by Email can instantly purchase limited-edition Tiffany & Co. Super Bowl XVLI commemoratives, including New York Giants’ logo cuff links and a set of crystal Riedel tumblers, through their mobile device.
The Giants will display some of the best fan photos on Giants.com and Facebook.com/NewYorkGiants.
The virtual ring reveal was produced in partnership with GoldRun, industry leaders in the AR marketing space. “McConkey, Bavaro, Simms, LT … I grew up acting out their highlights,” says GoldRun co-founder, Shai Rao. “What we always aimed to do with GoldRun was help make fans and devotees part of the story –
that is what we are doing here. All Giants fans are champs toda."
How to Participate
• Download the GoldRun app for iOS or Android.
• After downloading the app to your mobile device, log in using Facebook connect or Twitter.
• Click on the New York Giants featured image, click the camera icon on the Featured Screen.
• Once in the camera view, snap away.
• You can share your pictures directly from the app.
GoldRun is a photo-driven Ad platform that transforms traditional digital media placements into GPS-linked virtual photo booths. Users share their branded AR photos and accompanying text on social networks to earn immediate rewards, such as discounts, instant wins, and the ability to purchase products. GoldRun leverages the massive volume of social network image posts to create fully-integrated ad units woven into social network user flow, boosting viral impact, transforming fans into brand ambassadors, and driving transactions and media views.
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