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Augmented Reality experience launches ahead of Summer Series

29 Jun 2023
Summer Series Trophy Hunt

The hunt is on! See if you can find all 20 Premier League trophies for a chance to win VIP tickets

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As the clock counts down to the first Premier League Summer Series in the USA, fans will be able to get in the mood by hunting down the coveted Premier League Trophy in the five host cities in an exciting new Augmented Reality mobile experience.

The Premier League Trophy Hunt, now live at trophyhunt.premierleague.com, is a location-based mobile experience which gives fans in the USA the chance to locate 20 Premier League trophies, each representing a different club, hidden at high-profile locations in each of the five host cities.

Prizes to be won

All trophies will be visible through a navigation map on the experience landing page, and every trophy that fans find gives them the chance to win a host of prizes, including VIP tickets for Premier League Summer Series matches, signed shirts and Premier League Summer Series merchandise. The more trophies fans find, the more chance they have of winning a prize and helping their city climb the online leaderboard.

See: Premier League Trophy Hunt Terms and Conditions

Fans across the USA can also get involved by placing the Premier League Trophy in the location of their choice, as well as having fun with the bespoke trophy selfie filter.

Breaking new ground

The League’s first foray into a gamified AR experience, the Premier League Trophy Hunt is web-based and accessible to all smartphone users, and has been developed in collaboration with Doppelgänger, a strategic and creative metaverse consultancy.

Alexandra Willis, Director of Digital Media and Audience Development at the Premier League, said: "We are honoured to have such a passionate Premier League fanbase in the USA, and are very excited to be giving them the chance to experience the Premier League Summer Series on home soil for the very first time.

"We have hugely enjoyed working with Doppelgänger to create this Augmented Reality mobile experience to extend this landmark moment beyond the stadium. We hope to enable even more people to celebrate with us across the USA this summer, and at the same time, learn about how fans want to engage with and interact with this innovative technology."

Max Proctor, Managing Director at Doppelgänger, said: "AR and broader metaverse activations are helping the world’s biggest brands to build loyalty and engagement with their audiences by connecting with them in new and exciting ways.

"The Premier League has always been at the forefront of innovation and we’re delighted to work with them to help promote the Summer Series. We’re proud to play a small part in helping fans in the US to experience the magic of the Premier League like never before."

The Premier League and Doppelgänger worked with AR developer Rose Digital to build the experience, which uses the AR engine from Niantic's 8thWall.

The season starts here

Taking place from July 22-30, the Premier League Summer Series features six Premier League clubs – Aston Villa, Brentford, Brighton & Hove Albion, Chelsea, Fulham and Newcastle United – competing in nine matches hosted in Philadelphia, Atlanta, Orlando, New Jersey and Maryland.

Limited tickets are still available at www.premierleague.com/summerseries.

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