NHL, Sony Pictures Bring Ghostbusters: Frozen Empire Augmented Reality Segments to Live Game Broadcasts
Led by the Go4Gold agency, the AR spots appeared in Rangers-Isles and Caps-Leafs broadcasts
Story Highlights
The NHL and Sony Pictures recently teamed up the Go4Gold agency to produce a live augmented reality experience exclusively for TNT viewers in the U.S. during New York Rangers – New York Islanders on March 17 and Washington Capitals – Toronto Maple Leafs on March 20. broadcasts. This project, led by the agency based in Prague’s Karlín, aimed to promote Sony Pictures’ film Ghostbusters: Frozen Empire in advance of its March 22 release.
https://twitter.com/Go4GoldAgency/status/1769816121387909397
“We supplied the NHL with a complete package from the creation of the creative concept, through the development of animations, to the technical handling of the brand activation directly in the arena,” says Aleš Hlavička, the scriptwriter and co-owner of Go4Gold. “We have been working on this project since the end of last year, gradually consulting countless details both with the NHL itself and with the Hollywood studio SONY Pictures, which is producing the film. Audiences across the United States had a unique opportunity to see movie visual effects inserted directly into a live sports broadcast.”
Tadeáš Drahorád, co-owner and creative director of Go4Gold, adds: “We are excited that the NHL selected us for this prestigious commission. It is indeed an exceptional project, even within the United States, where only a few brands have been activated in this manner so far. The fact that the NHL chose us for the implementation is a huge recognition of our work and confirms Go4Gold’s role as one of the global players in the fan experience space.”
These augmented reality segments took place at the Madison Square Garden and Capital One Arena stadiums, on March 17 and 20, respectively. The Prague-based studio NICE.film participated as a subcontractor on the creative aspects of the project.
