LA Rams | AR Fan Engagement
In-Stadium AR
SoFi Stadium: AR Fan EngagementIn-Stadium & Social AR Campaign
Since 2020, when the Los Angeles Rams became the first NFL team to launch a Snapchat AR experience, Pretty Big Monster has partnered with the Rams and SoFi Stadium to bring Snap's Camera Kit technology to the largest video board in sports. Across multiple seasons and marquee sponsors, including American Airlines, Bud Light, SoFi, and Nickelodeon, PBM has turned the 70,000-square-foot Infinity Screen into a stage for fan-first AR moments that elevate gameday and extend well beyond the stadium walls.
Project Summary
Create immersive, in-stadium augmented reality experiences that elevate fan engagement at SoFi Stadium while spotlighting the Rams' key partners all while extending that magic to fans watching from home.
- Enhance the Rams' pre-game Rampede tradition
- Deliver interactive fan engagement for American Airlines, Bud Light, and SoFi
- Bring a national broadcast moment (Nickelodeon's Nickmas Game) to life in AR
- Maintain broadcast-grade production values for real-time content on the Infinity Screen
The Challenge
The SoFi Stadium Infinity Screen is the largest canvas Pretty Big Monster has worked with, 70,000 square feet of digital LED display and the largest video board in sports. Every activation had to hold up in real time, in front of a live stadium crowd and, in some cases, a national broadcast audience, while staying fast and light enough to run reliably during breaks in the action.
On top of that technical bar, each execution had to serve a different partner's brand and goals: pump up the crowd for the Rams' Rampede tradition, give sponsors like American Airlines, Bud Light, and SoFi a playful, memorable way to connect with fans, and, for Nickelodeon, translate a beloved TV moment into something that felt just as satisfying at stadium scale as it does on screen.
The Solution
Working season over season with the Rams, SoFi Stadium, and Snap, Pretty Big Monster built a recurring pipeline of custom AR lenses for the Infinity Screen, each tuned to its sponsor and moment.
For the Rampede
PBM created two generations of effects: a virtual on-screen structure evoking SoFi Stadium's canopy, with rams' heads that tracked and reacted to the honorary captain's movements; and, the following year, a stadium-wide effect that added the Rampede's signature blue lightning to fans' eyes, turning the crowd itself into part of the hype-up ceremony.
For Sponsors
PBM built distinct, on-brand games and effects: an evolving American Airlines "miles" activation that went from a blimp-and-parachute reward drop to an arcade-style claw game, two Bud Light lenses built around the brand's beer-and-football identity, and a SoFi "Take It To The Bank" coin-collecting game tied to a VIP gameday prize.
For Nickelodeon
PBM engineered a real-time slime effect that dropped virtual slime on fans in the stands during the Broncos-Rams Nickmas Day broadcast, while a scannable Snapcode let viewers at home create their own slimed selfies. The lens performed so well that Nickelodeon brought it back for the Kids' Choice Awards, rebuilt to extend the experience to Instagram and Facebook.
"Over the years, Snap and the LA Rams have pushed the envelope of AR in sports to bring truly innovative experiences to fans."Konstantinos Papamiltiadis, VP, Platform Partnerships at Snap, Inc.
Execution
- Sustained a multi-season partnership with the Rams, SoFi Stadium, and Snap across numerous distinct AR activations
- Engineered real-time effects for the largest video board in sports, balancing visual ambition with live-production performance constraints
- Designed bespoke experiences for four different sponsor brands — American Airlines, Bud Light, SoFi, Nickelodeon — plus the Rams' own Rampede tradition
- Extended a stadium-scale broadcast moment (Nickmas Slime) into a social AR execution on Snapchat, Instagram, and Facebook
Why It Worked
- Each activation was tailored to its partner's brand identity rather than reused as generic AR
- Fan-facing games like Miles Grab and Take It To The Bank turned passive sponsor callouts into moments fans wanted to participate in
- Iterating on ideas across seasons — AA's blimp, the Rampede effect — let successful concepts evolve rather than starting from scratch each time
- A proven in-stadium moment (Nickmas Slime) earned a second life and a broader audience once extended to social
What We Learned
- Stadium-scale AR demands a different performance bar than mobile lenses — every effect has to hold up live, at scale, with zero room for error during broadcast
- Giving fans a game to win, rather than just an effect to watch, drives stronger engagement in a crowd setting
- Successful in-venue moments can be repurposed for social platforms to reach audiences well beyond the stadium
- Long-term partnerships compound — each season's learnings sharpen the next activation