NASCAR launches virtual reality experience for fans using Meta Quest 2

HQ Digital Media QR Codes have been added to the University of Missouri Faurot Field, fans can access stats, food and merchandise at HQ, and more.


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Digital Seat Media has added more than 61,000 metal seat tags to the University of Missouri football stadium, all of which are adorned with included QR codes intended to increase fan engagement.

The mobile web Platform will allow viewers to scan QR codes embedded in their seat with their phone, giving real-time access to:

  • Team rosters
  • Statistics
  • Live Scores
  • Match day schedules
  • Fan polls
  • Food and goods on board
  • Augmented reality filters
  • Instagram filters
  • Interactive mobile games
  • Referral Integrations

Any brand of cell phone suffice, and the use of QR codes also eliminates the need for fans to download numerous apps, allowing the user to directly access the platform.

Digital Seat Media’s QR codes will also allow fans to notify stadium staff of medical, maintenance and security issues, as well as missing valuables. The university first implemented the technology for its game on September 17e against Abilene Christian in an ongoing effort to improve Faurot Field’s gaming experience.

Just three weeks earlier, the school had unveiled automated food lockers, in partnership with its supplier Levy Restaurants, becomes the first university stadium to deploy self-service technology. Fans were able to order concessions through an automated kiosk or app, which we now expect be integrated via QR codes.

Missouri’s partnership with Digital Seat Media was provided by Learfield, the school’s media rights holder. Digital Seat Media claims to have installed over one million seat tags in over 40 locations such as the University of Oklahoma, Baylor University, the University of Washington, Virginia Tech, the pink bowl and NBA arenas such as the Payment center in Oklahoma City and Vivint Arena in Utah.

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