At the AT&T Business Summit, Groove Jones delivered an unforgettable superhero moment with an immersive Augmented Reality (AR) Batman Experience, designed to captivate both enterprise clients and executives. This cutting-edge AR activation brought Gotham’s protector into the real world, blending branded storytelling with next-gen technology in a high-energy, fully shareable way.
Challenge
AT&T needed a showstopping interactive installation to engage business leaders at its annual Business Summit, one that showcased the brand’s commitment to innovation while tapping into its Warner Bros. IP partnership. The goal is to deliver a memorable, on-brand experience that attendees will talk about, share, and remember.
Solution
Groove Jones developed an Augmented Reality experience that allowed attendees to summon the Bat-Signal and witness Batman arrive on the scene in real-time, right before their eyes.
Guests used 5G-enabled phones to initiate the AR sequence. Once triggered, Gotham City’s skyline appeared through the device’s screen, superimposed over the physical event space. As the Bat-Signal lit up the clouds, Batman swooped in from above, landing with cinematic flair beside the user. The experience concluded with guests able to snap a photo with the Caped Crusader, seamlessly blending the digital with the physical in one branded moment.
Key features:
• Tablet-based AR for easy access and high visibility in a public space
• Real-time interaction with Batman appearing at scale in front of the user
• Dynamic lighting and VFX synced to the environment
• Photo capture and shareability for social amplification
Experience Design
The installation was part of a larger interactive space produced by Impact XM, where attendees explored a curated set of experiences focused on connectivity, security, and the future of business. Groove Jones’ AR Batman activation provided the “wow moment” — a fan-favorite feature that drew consistent traffic and buzz throughout the event.
We focused on:
• Short-form immersive storytelling: A 15–30 second narrative arc with a superhero payoff.
• Scalability and repeat engagement: The experience could reset quickly, enabling continuous user flow.
• High-fidelity visuals: Modeled and animated Batman to match the iconic Warner Bros. look and feel.
Results
• The event and experiences helped to generate 1.6 B media impressions, 331 M social media impressions, 500 press hits, and 8,000 social posts.
• Social media shares, with attendees posting their selfies with Batman.
• Generated significant foot traffic to the interactive zone.
• Positioned AT&T as a bold, tech-forward brand with access to beloved cultural icons.
