Unleash the Rampede

The Rams' definitive pre-game Rampede moment sets the tone for the home team’s walkout onto the field. This year, PBM was tasked to dial up this beloved ritual even further with an electrifying update.

To bring Rams fans in and immerse them even more in the action, we deployed an effect that added the signature blue Rampede lightning to fans’ eyes across the stadium. A sea of augmented glowing blue eyes—symbolizing Rams' fans collective spirit—further united the crowd as they became a living part of the team’s hype-up ceremony.

American Airlines Miles Grab

Building on last year’s fan-favorite, the American Airlines Blimp, PBM introduced an update to take this concept even further.

The American Airlines Miles Grab is an arcade-style game that kicks off by producing bubbles tracked on the heads of a chosen row of fans. The familiar AA blimp then enters the frame, now with an extendable claw that selects one lucky winner from the row. After a few suspenseful moments, the blimp hovers to the winning fan and pops the bubble over their head, revealing their reward to the crowd's delight.

This experience gave American Airlines an opportunity to show a more playful side and appeal to football fans’ love of games.

Bud Light Fan Experience

To bring Bud Light’s sports-loving, fan-first energy to SoFi, PBM introduced two custom stadium lenses that showcased why beer and football continue to be a perfect pairing.

The Bud Light Helmet effect was a 3D-focused execution that placed a decked-out BL football helmet complete with cans and tubing on the heads of select fans. As the fan opens their mouth, the tabs on top of the cans burst open to allow beer to flow through the tubing and into the mouth of the chosen fan.

The second lens, called Bud Light Clink, drew eyes around the venue as two large Bud Light bottles “clink” and splash foam across the screen. As the foam recedes, beer then fills the frame and submerges fans in a sea of St. Louis’s finest light lager.

These two effects united Rams fans in a humorous, celebratory nod to fandom and football that play precisely to Bud Light’s brand identity.

SoFi "Take It To The Bank"

With the SoFi "Take It To The Bank" lens, fans were again challenged to fill up their piggy bank by collecting 1,000 in virtual tokens for a chance to win a Rams VIP gameday experience. Fans loved seeing themselves grabbing coins and high-value bills on the Infinity Screen. This activation gamified financial achievement and provided SoFi with a unique platform to connect with fans in a memorable and interactive way.

An Outstanding Season

These AR experiences created memorable moments for fans, increased brand awareness for sponsors, and enhanced the overall game-day experience at SoFi Stadium. By integrating AR elements into existing traditions and creating an immersive style of brand marketing, PBM and the Rams used the power of AR to successfully engage fans and drive brand value in the sports industry. By leveraging the power of AR, brands can connect with fans uniquely and memorably, leaving a lasting impression and fostering brand loyalty.

You can see more of our work for the Rams at SoFi Stadium in our SoFi Stadium and Nickmas Day Slime Time case studies.