Cross-media and hologram ticket printing at Rugby World Cup

Print Week has reported on the Rugby World Cup’s decision to measure how effective cross-media engagement has been by using a combination of print and digital media. Organiser England Rugby 2015 have opted for five different ticket designs, including hologram ticket printing depicting Jonny Wilkinson’s iconic drop goal back in 2003.

Fans can scan their match ticket using the Blippar app, gaining access to exclusive online content including stadium information for the match they are attending and the view they will get with their seat. The colourful tickets include a representation of the fans and a vibrant gold image of the trophy. Once scanned fans can take part in a 3D interactive feature using their smartphones as well as unlocking exclusive content. The revolutionary move allows fans to engage with the Rugby World Cup using interactive content, immersing them in the tournament more than ever before.

England Rugby 2015 Managing Director Stephen Brown explained: “We are delighted to introduce a Ruby World Cup first, using augmented reality technology as part of the ticket design to enable fans to engage with the tournament through interactive content, which is a really exciting piece of activation.”

Fans have taken to Twitter to express their approval of the innovation and how it will enhance the tournament experience. Ambarish Mitra tweeted “Using @blippar on your ticket is one of the 10 ways to make the most of Rugby World Cup #RWC2015”.

The decision to test cross-media at this year’s tournament will have helped fans around the world plan their Rugby World Cup experience and will surely pave the way for more organisations to test the technology. To find out how we can help with your hologram ticket printing needs, contact us now.