WWE forms a tag team with mobile to enter augmented reality ring | Mobile Devices | Mobile Entertainment

WWE forms a tag team with mobile to enter augmented reality ring

WWE forms a tag team with mobile to enter augmented reality ring
Zen Terrelonge

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Devices / iPhone / July 31st 2013 at 9:50AM

'SlamCam' to take wrestling fans to gossip, competitions and more.

WWE teamed with Dwayne 'The Rock' Johnson earlier this year to enter the mobile games market with Rockpocalypse, and now leaps into the AR ring to further its mobile reach.

AR specialist Gravity Jack – whose clients include brands like Coca-Cola and MySpace – has produced WWE's iOS SlamCam app, which will take users to information about the brawlers, competitions, and more.

The app is currently being tested in Canada and the content can be triggered by scanning WWE SlamCam-enabled marketing channels, including billboards, Facebook cover photos and more.

The sports giant has embraced the technology with a view to catch customers both in and out of homes, considering augmented reality and mobile a revolutionary way to market and advertise its business.

Ed Wells, SVP and MD, WWE International, said: "WWE is committed to providing our fans with the richest interactive experience in entertainment. The SlamCam augmented reality initiative is an exciting evolution in fan engagement, allowing our fans to unlock original content, participate in sweepstakes, and seamlessly continue on to the official WWE app to discover a virtually endless amount of up to the minute information about their favourite Superstars."

Ryan Darbonne, director of marketing, Gravity Jack, added: "We don't believe that brands who have worked for years to establish an identity should need to compromise that by using someone else's platform or app.

"We created an engaging technology, but then backed it with extensive analytics and ROI for brands like the WWE. Then, we packaged it up, so it can be added to any app, whether we created it or not. It's an amazingly fun experience for the consumer, which translates to a massive increase in engagement and return for the brands. That is where the value is."

However, augmented reality isn't just about entertainment, according to Nokia. Mobile Entertainment spoke to the Finnish company as it embarks on making the technology a productivity tool by harnessing it as a job-hunting platform.