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Mercury Insurance and the Los Angeles Kings have joined forces to deliver an unparalleled experience to LA Kings fans. Today, they proudly announced the launch of a groundbreaking augmented reality (AR) adventure called “Where’s Bailey” at Crypto.com Arena. Where’s Bailey is a whimsical journey - via a sweeping 10' x 20' mural - through iconic LA landmarks in search of the Kings’ beloved mascot.
How It Works
Designed by the renowned artist and muralist Nigel Sussman, the “Where’s Bailey” AR experience transforms Sussman’s vivid vision of Los Angeles into a captivating journey. Here’s how it works:
- Fans attending Kings games at Crypto.com Arena can start the adventure by scanning a QR code found in multiple locations around the arena. This unlocks the “Where’s Bailey” web app on their smartphones, allowing them to point their cameras at the mural, which can be found next to the Team LA store on the main concourse.
- As fans focus their cameras on the mural, it comes to life with fun animations of iconic LA locales, from the Hockeywood Walk of Fame to a glamorous movie premiere complete with paparazzi to the iconic giant donut at Bailey’s Donuts.
- The challenge? Spotting Bailey, the lovable lion, hidden among the densely populated mural elements.
- Fans who successfully locate Bailey during their AR adventure will be entered to win an exclusive Kings prize package, which includes an authentic jersey and two game tickets.
Erik Thompson, Vice President and Chief Marketing Officer at Mercury Insurance, expressed his excitement for this unique experience. “Mercury and the LA Kings, both deeply embedded in the fabric of Los Angeles, have always shared a commitment to this city. ‘Where’s Bailey’ is a love letter to the city of Los Angeles and we are so happy that Mercury, the Kings, and — most importantly — Kings fans get to enjoy it.”
Nigel Sussman’s Artistic Touch
Acclaimed illustrator and muralist Nigel Sussman created the mural with his signature colorful isometric line art. Having worked with major brands like Google, eBay, and Adidas, Sussman combined intricate fantasy architecture and imaginary machines with an enhanced vision of the City of Angels, giving fans an extraordinary seek-and-find adventure.
“We can’t imagine ‘Where’s Bailey’ in the hands of any artist other than Nigel,” added Thompson. “His unique genius is the engine that makes this experience special.”
Fun Beyond the Arena
The excitement doesn’t end with the final horn at Crypto.com Arena. Kings fans all over Southern California can engage with Bailey through a specially designed Instagram filter created by Mercury. The “Here’s Bailey” filter allows fans to place Bailey anywhere in the Southland, opening up creative opportunities to share Reels or Stories on Instagram and potentially win surprise-and-delight gifts ranging from autographed sticks and pucks to jerseys and tickets.
A Celebration of Los Angeles
As the curtain rises on the “Where’s Bailey” AR experience, Mercury Insurance and the LA Kings invite fans to embark on a magical journey, celebrating the intersection of art, technology, and the love for the city of Los Angeles.
Luc Robitaille, LA Kings President and Hockey Hall of Famer, emphasized the team’s commitment to the fans. “The Kings have always put fans first, and ‘Where’s Bailey?’ is yet another example of the cutting-edge experiences we are creating for our fans because this isn’t just a fun game; it’s a celebration of the greatest city in the world.”
For more information on the “Where’s Bailey?” AR experience, check us out online.
The Mercury Marketing Team is made up of professionals in the fields of Content Creation, Public Relations and Social Media. The team works together to deliver professionally written and researched content to provide information for consumers.