LA Kings seek-and-find AR experience for fans


LA Kings partner with Mercury Insurance for AR experience Image: Mercury Insurance

Mercury Insurance and the National Hockey League (NHL) team Los Angeles Kings recently announced that the two longtime partners have teamed up to create a first-of-its-kind augmented reality (AR) experience that will send fans on a fanciful adventure through some of Los Angeles’s (US) most recognized landmarks in search of Kings’ mascot and hockey’s most lovable lion, Bailey.

‘MERCURY INSURANCE’ stated that designed by the world-renowned artist and muralist, Nigel Sussman, the ‘Where’s Bailey’ AR experience brings Sussman’s vision of Los Angeles to life, revealing fun animations of iconic Los Angeles locales and experiences like the Hockeywood Walk of Fame, a movie premiere complete with paparazzi and the iconic giant donut at Bailey’s Donuts.

Los Angeles (US)-based the Mercury Insurance is a multiple line insurance carrier predominantly offering personal auto, homeowners and renters insurance through a network of independent agents in Arizona, California, Georgia, Illinois, Nevada, New Jersey, New York, Oklahoma, Texas, and Virginia, as well as auto insurance in Florida. Mercury writes other lines of insurance in various States, including commercial, business owners and business auto, landlord, home-sharing, ride-hailing, and mechanical protection insurance.

Since 1962, Mercury has provided customers with tremendous value for their insurance dollar by pairing ultracompetitive rates with excellent customer service. Mercury has earned ‘A’ ratings from the American credit rating agencies AM Best and Fitch, as well as the ‘Best Auto Insurance Company’ designations from Forbes (American business magazine) and (consumer resource).

The Los Angeles Kings are a professional ice hockey team based in Los Angeles (US). The team competes in the National Hockey League (NHL) as a member of the Pacific Division in the Western Conference and was founded on June 5th, 1967.

The 20,000-capacity Arena is a 950,000 square foot indoor arena in downtown Los Angeles, California (US). It opened on October 17th, 1999, and serves as the residence of the Los Angeles Kings.

Augmented reality (AR) is an interactive experience that combines the real world and computer-generated content. The content can span multiple sensory modalities, including visual, auditory, haptic, somatosensory, and olfactory.

Bailey the Lion is the mascot of the Los Angeles Kings. Bailey is a six foot lion who wears the number 72 jersey because that’s the average temperature in Los Angeles. Bailey is known for his in-game antics, which include popcorn showers on the opposing fans.

‘MERCURY INSURANCE’ further stated that fans attending Kings’ games at the Arena begin their adventure by scanning a QR code at the giant 10’ x 20’ art installation next to the Team LA store on the main concourse. This will launch the ‘Where’s Bailey’ Web app on their smartphones. Upon pointing their phone’s camera at the mural, the illustration comes to life. The fans then move their camera around the detailed crowd scene-style mural to find Bailey, who is hidden amongst the densely populated mural’s elements. Fans who find Bailey will be entered to win an exclusive Kings prize package that includes an authentic jersey and two game tickets.

Observed Erik Thompson, Vice-President and Chief Marketing Officer at Mercury Insurance, “Mercury and the LA Kings, both deeply embedded in the fabric of Los Angeles, have always shared a commitment to this City. ‘Where’s Bailey’ is a love letter to the City of Los Angeles and we are so happy that Mercury, the Kings and, most importantly, the Kings fans get to enjoy it.”

The acclaimed illustrator and muralist Nigel Sussman created the mural with his signature colorful isometric line art. Nigel’s work, which has been featured in projects for major brands like Google, eBay (online marketplace) and Adidas (apparel company), combines complex fantasy architecture and imaginary machines with an enhanced vision of Los Angeles, providing a unique seek-and-find experience.

Added Thompson, “We can’t imagine ‘Where’s Bailey’ in the hands of any artist other than Nigel. His unique genius is the engine that makes this experience special.”

The fun doesn’t end with the final horn, however, because the Kings fans all over Southern California can also have some fun with Bailey. Mercury created a special Bailey Instagram filter that fans can use to create Reels or Stories. The ‘Here’s Bailey’ filter allows the fans to place Bailey anywhere in the Southland and then post it on IG (Instagram), which could result in some amazing surprise-and-delight gifts for the fans. These gifts range from autographed sticks and pucks, jerseys and even tickets.

Concluded Luc Robitaille, Los Angeles Kings President and Hockey Hall of Famer, “The Kings have always put fans first and ‘Where’s Bailey?’ is yet another example of the cutting-edge experiences we are creating for our fans. This isn’t just a fun game, it’s a celebration of the greatest City in the world.”

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