Southampton Football Club has launched an outdoor campaign using the augmented-reality (AR) app Blippar, which lets users access the team’s website, ticket office and merchandise store from their phones.

The team, which currently leads the npower Championship, has rolled out advertising banners across the city that direct users to a mobile portal that lets fans access Southampton’s online properties when scanned with Blippar for Android and iOS (see image).

The augmented-reality campaign also lets fans access Southampton’s “huddle feature”, where Blippar users can place their picture in a Southampton FC team photo and then share the image via email, Facebook and Twitter.

Chris Hayler, Southampton FC’s marketing manager, said using augmented reality provided a unique method of engaging with the club’s fans.

The campaign material will be rolled out across Southampton from this week and will be promoted at the club’s next home game against Crystal Palace on Boxing Day.

The Blippar mobile app can be downloaded free on both iOS and Android devices.