he New Orleans Saints’ augmented reality social media effect which was activated through Instagram during the 2020 NFL season has been chosen as a finalist for the Shorty Award in the Best In Augmented Reality category, the organization announced earlier this week.
The Shorty Awards honor the best of digital and social media by acknowledging the brands, organizations, creators and influencers on Facebook, Twitter, Instagram, TikTok, YouTube and more.
Due to the COVID-19 pandemic, Saint fans were not given their usual opportunity to engage with the NFL team’s players due to restrictions and only a few thousand fans were allowed to attend games at the Mercedes-Benz Superdome. To give something back to their fans for their continued support, the Saints launched a second-screen campaign called "Dome at Home."
The Dome at Home experience was a campaign to help Saints fans feel a part of game day from the safety of their homes. Another aspect of the Dome at Home experience was finding a way to bring fans closer to Saints players wherever they are based and so, the Saints created two Instagram augmented reality effects, with three players each.
The first Instagram augmented reality effect was launched before the Christmas Day game where the Saints played the Vikings which featured Drew Brees, Alvin Kamara, and Demario Davis. The second Instagram augmented reality effect was launched at the beginning of the start of the NFL playoffs with Michael Thomas, Cam Jordan, and Marshon Lattimore.
The results of the Shorty Awards will be announced this April.