Building Fan Engagement 

Traditionally, sports fans’ experiences have revolved around the action on the field. However, in an effort to enhance the attendee experience in new ways, Mobile network EE—title sponsor of Wembley Stadium—set out to create an innovative off-field activation.

Wembley Stadium is known as the home of English football. With a capacity of 90,000, it hosts many major football matches, including the England home games and the FA Cup Final.


A Virtual Selfie Station

REWIND produced an experience that merged the physical and digital worlds to create a world-class activation for football fans, away from the field. In a unique augmented reality experience, Wembley attendees can pose for a virtual selfie with a football star via two ‘Selfie Stations’ that superimpose their image alongside the talent in a digital photo.

Through the technology, users can choose to pose with a digital Gareth Southgate—former England player and now the manager of the England men’s national team, or Steph Houghton (Captain), Lucy Bronze, and Rachel Daly—members of the England women’s national football team (otherwise, known as the Lionesses).

During a green screen shoot, a number of different videos were created to engage people passing by the screens. These include the Lionesses playing keepy-uppy, Gareth Southgate planning his match strategy, and the talent waving the user over. This footage was integrated into Unreal Engine 4 to play on the two giant interactive touch screens.

Once the selfie has been taken, the talent comments on how great it looks before showing it to the user. Then the user is presented with a QR code that they can scan with their phone camera. This takes the user to a microsite where they can download their selfie and share with friends.

REWIND worked with Cake to deliver the project.