Steelers introduce new Terrible Towel augmented reality experiences |
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The Pittsburgh Steelers have officially rolled out new augmented reality experiences at Heinz Field for home games and stadium tours.

The Pittsburgh Steelers have updated their app to include an augmented reality experience giving fans visiting Heinz Field an exclusive, detailed look at the Terrible Towel.

Fans can open the team’s mobile app, created by developer YinzCam, at the “Terrible Towel Wall,” point their phones at the wall and see the story behind the original Terrible Towel and all the special towels created since.

“We continually ask fans what they want and try to incorporate what they tell us into the game-day experience,” said Nick Sero, corporate communications manager for Heinz Field. “We want fans who come to Heinz Field to experience something different than those fans watching at home or in another state or country. When they come here, they can interact with the space around them.”

The “Terrible Towel Wall” is located inside the FedEx Great Hall. The area showcases memorable Terrible Towels throughout history. It’s one of the highest trafficked entry points at Heinz Field and has become the most visited and photographed areas in the stadium, Sero said.

The Steelers are one of only a handful of NFL teams to introduce augmented reality into their mobile app and game-day experiences. Sero said the team has seen substantial user growth to the platform over the past year and that is expected to grow even more.

“We are proud of our long-standing relationship with our hometown Steelers, and always appreciated their drive and creativity, as they continually look to evolve their official mobile app,” Priya Narasimhan, CEO and founder of YinzCam, in a news release.

Fans visiting certain activities in throughout Heinz Field can receive a custom “Celebrations Sticker” to mark birthdays or first games when they take selfies with different filters. The app also has an interactive stadium map that allows fans to search for specific food and drinks, access Guest Services and view game replays.

The team will continually add to the game-day experience through the mobile app.


JoAnne Harrop is a Tribune-Review staff writer. You can contact JoAnne at 724-853-5062 or [email protected] or via Twitter @Jharrop_Trib.

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