Budweiser launches augmented reality app

FA Cup sponsor Budweiser is adding an augmented reality feature to its tournament app as it ramps up marketing ahead of the tournament’s semi-finals this weekend.

FA Cup

The update to the ‘Man of the Match’ app will let fans scan promotional Budweiser beer mats to see the FA Cup appear in 3D on their smartphones and tablet devices.

The app, which was introduced during the first round of the FA Cup last November, lets fans vote for their Man of the Match through every round until the final next month (5 May).

Elsewhere, Budweiser will partner with ESPN to sponsor the broadcaster’s coverage of the Liverpool and Everton semi-final on Saturday (14 April). The tie-up will feature a branded programming strand within ESPN’s coverage as well as a documentary that explores the competitions history.

Budweiser became the official sponsor of the FA Cup in June last year, replacing E.ON. The move is part of the beer’s bid to boost its share of the UK market by affiliating with live sporting events, particularly football.

The augmented reality feature was developed bysmartphone browser Aurasma

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