Mercedes-Benz USA has introduced its all-new augmented reality experience at Mercedes-Benz Stadium, home of the Atlanta Falcons NFL American football team and Major League Soccer’s Atlanta United.

The experience will allow fans to share a touchdown dance with Falcons quarterback Matt Ryan or celebrate a goal with United striker Josef Martinez. The technology will be available for fans to use at all Falcons and United home games from now until 2021.

The experience will enable supporters of the two teams to interact with versions of players in ride-along tours, celebration dances and locker-room chats. Fans will create their own customised and immersive experience by using voice commands, artificial intelligence and augmented reality.

The Mercedes-Benz EQ station will be outfitted with Mercedes-Benz electric hybrid vehicles to encourage guests to get energised with their favourite players. The Mercedes-Benz Club will also feature an AR station that will provide access to exact replicas of the home locker rooms, where fans can participate in AR-style post-game conversations with players.

Monique Harrison, department head of brand experience marketing at Mercedes-Benz USA, said: “We are thrilled to bring this innovative AR technology to our hometown Atlanta fans at Mercedes-Benz Stadium. This dazzling reimagining of the fan experience parallels the ever-evolving technological advancements of Mercedes-Benz automobiles and offers fans an opportunity to interact with the brand in a fun new way.”

Mercedes-Benz debuted a similar AR experience during the recent US Open tennis event, where fans were able to take part in an interactive lesson with Sloane Stephens. Mercedes-Benz developed the AR technology experience by capturing the style and play of Stephens and translating the footage into AR features, with no mobile device target or facial recognition software needed.

Image: Mercedes-Benz Stadium