Tag: sports
-
Puma’s AI-Generated Ad: A New Playbook for Creativity?
Puma just ran a bold experiment with AI in advertising. Partnering with agency Monks, the sports brand used hundreds of AI agents to build an ad from scratch, handling everything from concept ideation to scriptwriting and video generation. Unlike traditional generative AI, which usually requires human prompting and oversight, these agents worked collaboratively, passing ideas…
-
NHL Officials Get a High-Tech Assist from Apple Watch
The NHL is bringing wearable tech to the ice—this time for the officials. At the 2025 Navy Federal Credit Union NHL Stadium Series, referees will use the NHL Watch Comms App on Apple Watch for real-time game updates, including penalty and game clock countdowns. Developed by Presidio in collaboration with Apple, this tech aims to…
-
The NBA’s Vision Pro App Brings Miniature Basketball to Your Table
The NBA has introduced a new augmented reality (AR) feature for Apple’s Vision Pro headset, letting League Pass subscribers turn select live games into interactive 3D dioramas. Dubbed “Tabletop,” the feature projects a miniature, floating basketball court into your space, complete with digital avatars that mirror the real-time actions of players. This means you can…
-
AI in Ads: The Hits and Misses, According to Humans
As AI continues to reshape advertising, some brands are nailing the blend of technology and creativity, while others are stumbling into the uncanny valley. According to a report from SEO automation platform Chadix, Nike, Coca-Cola, and Samsung were among those that used AI effectively, while brands like Toys “R” Us and Mango faced backlash. Nike’s…
-
Metaverse Marketing: The Top 5 Brand Plays Right Now
The metaverse may not be dominating headlines like AI, but brands are still betting big on virtual worlds. The NFL scored a touchdown inside Roblox with an interactive Super Bowl event, letting players take on challenges as the Chiefs or Eagles, earning in-game currency for digital rewards. Meanwhile, Meta continues its push for a mixed-reality…
-
Prime Video’s AI Playbook: Helping Fans Grok the Inside Game
Amazon Prime Video’s “Prime Vision with Next Gen Stats” is changing how NFL fans experience football. Using artificial intelligence and machine learning, the broadcast identifies key moments before they happen, like predicting a blitz with a red circle on the screen—perfect for both diehard fans and newcomers trying to make sense of the chaos. This…
-
How the NFL is Using Creators to Go Global
The NFL isn’t just relying on traditional broadcasts to expand its international Super Bowl audience—it’s bringing in digital creators to do the heavy lifting. With viewership growth outside the U.S. as a top priority, the league has tapped influencers from countries like Germany, Mexico, and the U.K. to create localized content tailored for international fans.…
-
HIGHLIGHTS: November 2024
November was an interesting month, punctuated for me by a nasty wind storm that ripped through the Seattle area, knocking out power for roughly half a million people in the area. We were without power for 4 days. When reliable high-speed connectivity gets scarce, it becomes clear how reliant on it most of us have…
-
PepsiCo Expands Multi-year Partnership with EA Sports
PepsiCo and EA have announced an expansion of their partnership, integrating Gatorade into EA Sports FC Mobile for the first time. This collaboration extends PepsiCo’s existing presence in EA Sports FC, which began on console game platforms. Gatorade branding will now feature across in-game assets such as ad boards and virtual cooling equipment, alongside existing…
-
Meet FACTS: ESPN’s AI Bot Bringing Sports Analytics to SEC Nation
ESPN is exploring the capabilities of generative AI with the introduction of “FACTS,” a digital avatar designed for its SEC Nation college football show. Drawing from ESPN Analytics, the avatar delivers data-driven insights such as the Football Power Index (FPI), player statistics, and schedules, all aimed at enhancing viewer engagement. FACTS is powered by NVIDIA’s…
-
Scoring Big: How AI-Powered CTV Ads Are Changing Live Sports Marketing
DraftKings and Dr Pepper are leaning into Perion’s AI-powered Stay Live advertising format, a technology designed to seamlessly integrate ads into live sports broadcasts on CTV. Stay Live employs artificial intelligence to analyze live broadcast streams, identifying optimal ad placement moments with high viewer engagement and minimal interruption—like replays of major game moments. The format,…
-
Touchdowns & Tech: Rams Fans Dive into AR Deals with Uber Eats and Princess Cruises
The Los Angeles Rams and Stagwell have teamed up with Princess Cruises and Uber Eats to bring augmented reality (AR) directly to fans during games at SoFi Stadium. Using Stagwell’s ARound platform, fans can engage with two immersive in-stadium AR experiences. Princess Cruises’ activation, “Touchdown Treasure,” transforms the stadium into exotic cruise destinations, like Mexico…
-
Disney Tackles Gen Z with ESPN Football Island in Fortnite
Disney has introduced “ESPN Football Island” on Fortnite, aiming to engage younger audiences with an immersive football-themed world. This new experience includes a variety of football challenges and mini-games, including “Touchdown Rush,” where players work to carry a football past defenders to score a touchdown. Hosted by ESPN’s SportsCenter anchors, the island blends sports content…
-
4A’s Noteworthy News – 23rd Edition
THE BIG STORY: The Rise of Agentic AI – Revolution or Reframe? Agentic AI is pushing boundaries, with platforms like Microsoft (this week) and Salesforce (in September) announcing robust autonomous agents poised to reshape workflows across industries. Microsoft’s new “co-pilots” aim to shoulder end-to-end processes with little to no human touch, and Salesforce’s AgentForce offers…
-
Gatorade introduces AI-powered personalization
Gatorade is taking its personalization game up a notch with the introduction of a generative AI add-on to its Gatorade iD membership platform. Powered by Adobe Firefly, this feature allows users to create custom designs for their iconic squeeze bottles, leveraging AI-generated images. Gatorade teamed up with digital product agency Work & Co. to make…
-
AdAge Top 5 Metaverse Moments – Oct 2024
Check out the latest roundup from AdAge on the Metaverse, featuring: Roblox’s branded virtual world Nike ditches NFTs Hyundai ditches NFTs in a fun way Meta showcases new AR products Roblox takes heat from new report Full story here.
-
TopGolf and MediaHub see success with emotion targeting
Topgolf recently elevated its media buying strategy by focusing on emotional ad targeting. Teaming up with IPG’s Mediahub and neuromarketing company GlassView, the brand aimed to replicate the joy customers feel when playing a round of Topgolf. By leveraging brainwave data collected from participants using Cogwear’s tech-infused headbands, Topgolf optimized its ads for maximum emotional…
-
4A’s Noteworthy News – 19th Edition
NOTE: this post first appeared on LinkedIn here. THE BIG STORY: How AI, AR and Wearables Will Transform Brand Experiences Meta Connect 2024 unleashed a whirlwind of announcements, showcasing Meta’s next steps in AI, AR and wearables—highlighting developments that could dramatically impact how consumers interact with brands, unlocking potential new advertising formats, and further blurring…
-
Puma sees GenAI personalization as DTC aid
Puma is leveraging generative AI, specifically Google’s Imagen 2 model, to enhance its branding and e-commerce strategies. The AI generates personalized website images based on user location, such as displaying shoes near Mount Fuji for Japanese shoppers. This shift has led to a 10% increase in click-through rates in India. However, Puma’s use of AI…
-
4A’s Noteworthy News – 18th Edition
Note this post first appeared on LinkedIn. THE BIG STORY: Big tech platforms make text-to-video available to the masses It’s been another week of rapid AI advancements, with several major platforms launching new text-to-video tools. Amazon, YouTube, and Snapchat have all joined the race to make video creation accessible to the masses. What was once…
-
Twitch launches brand-customizable game in Fortnite
Twitch and Amazon Ads have introduced “The Glitch,” a customizable in-game experience within Fortnite, aimed at engaging brands with the gaming community. Developed by “Halo” co-creator Alexander Seropian, this game allows brands like Domino’s and Peloton to integrate their brands into Fortnite. Twitch streamers will also promote these experiences to its large user base, 70%…
-
Kellanova’s RxBar Turns to Augmented Reality, TV Star to Motivate Consumers
RxBar, a Kellanova brand, has launched an augmented reality (AR) campaign featuring Matt James, a marathon runner and former star of “The Bachelor.” Consumers who scan select RxBar packaging can access a 3D holographic message from James, offering motivational support. This AR feature is available until October 18, 2024, across multiple flavors including Chocolate Sea…
-
The NFL’s AI Innovation Hub is a testing ground for new marketing strategies
The NFL’s AI innovation hub is helping the league experiment with marketing strategies using cutting-edge technology. By applying AI and generative tools, the NFL can now deliver personalized content tailored to global audiences. For instance, ads featuring Travis Kelce for Germany and Patrick Mahomes for the UK can be swapped in real time, enhancing engagement.…
-
TAG Heuer launches Vision Pro app for Golfers
TAG Heuer’s new “Immersion Golf” app for Apple Vision Pro brings the golf course to your living room. Offering detailed 3D maps of nearly 40,000 courses, the app allows players to plan their game, anticipate obstacles, and even relive previous rounds. This technology-driven approach lets golfers strategize and visualize shots, making it a powerful tool…
-
4A’s Noteworthy News – 14th Edition
THE BIG STORY: Google beats OpenAI to voice punch, launches new Pixel phones and Gemini Live This week, Google made significant waves with its latest announcements, revealing new AI-driven features and the launch of the Pixel 9 lineup. Gemini AI will power an expanded suite of capabilities across the new Pixel devices. With Apple announcing…
-
Qualcomm brings AR to Man U kits
Manchester United and Qualcomm have extended their partnership, with a significant focus on enhancing the fan experience through augmented reality (AR). Leveraging Snapdragon’s advanced mobile technology, the collaboration aims to bring immersive AR experiences to matchdays and beyond, making it easier for fans to engage with the club in innovative ways. Qualcomm Technologies, Inc. and…
-
New Balance leverages AI for targeted summer campaign
New Balance, in partnership with Mediahub and Silverpush, has launched a targeted summer campaign leveraging AI technology. Using Silverpush’s Mirrors AI, the campaign analyzes YouTube videos to identify relevant sports content, including specific athletes and events. This allows New Balance to deliver highly targeted ads to sports fans during major events like the UEFA Euros…
-
4A’s Noteworthy News – 12th Edition
THE BIG STORY: Walking the GenAI Tightrope – Balancing Transparency and Trust in Advertising Recent articles reveal a critical balancing act underway in the advertising industry: transparency in AI usage is crucial to maintaining trust, but disclosing AI involvement risks alienating consumers. A study by Washington State University found that using the term “artificial intelligence”…
-
Under Armour Transformed Fitting Rooms into CX and Data-Gathering Differentiators
Under Armour has transformed its fitting rooms into data-gathering hubs using Crave Retail technology. These enhanced fitting rooms feature iPads, allowing customers to view detailed product information and request assistance. This setup fosters personalized service and boosts sales by improving the customer experience. Additionally, the collected data provides valuable insights for optimizing store operations. Under…
-
A framework for using AI in marketing
In this Think with Google post, Marie Gulin-Merle (global VP of Ads marketing at Google) and Alison Wagonfeld (VP of marketing at Google Cloud) outline a framework for integrating AI into marketing. The framework focuses on using AI for measurement and insights, media and personalization, and creative and content. Key steps include leveraging first-party data…
-
Peacock has cloned Al Michaels’ voice for Olympic recaps
Peacock is using AI to clone the voice of renowned sports announcer Al Michaels for personalized Olympic recaps. This AI-generated voice aims to deliver customized commentary, enhancing the viewer’s experience with personalized recaps and insights based on the user’s expressed interests. Peacock is harnessing A.I. technology to present “Your Daily Olympic Recap on Peacock,” a…
-
Snickers deploys digital clone of soccer legend
Snickers has launched a new U.K. marketing campaign featuring an AI clone of legendary soccer coach José Mourinho to provide personalized advice to soccer fans. The campaign uses AI technology to create unique videos responding to fans’ submitted “own goal” stories, with Mourinho’s digital twin offering customized advice. Developed in collaboration with Helo and WPP’s…
-
PepsiCo experiments with Smart Cans and AI hydration coaching
At Cannes Lions, PepsiCo showcased its latest AI-driven innovations for Gatorade and Pepsi. Gatorade introduced an AI Hydration Coach, “Anna,” designed to provide personalized hydration advice using data from the Gatorade Sports Science Institute. Meanwhile, Pepsi debuted the Smart Can, a connected device featuring digital screens and sensors to enhance consumer engagement through personalized experiences.…
-
BODYARMOR is launching a series of AR-enhanced collector bottles
BODYARMOR has introduced a series of limited edition collector bottles that feature augmented reality (AR) enhancements. This new lineup includes bottles for various athletes across the NFL, MLB, and other sports, enabling interactive experiences like virtual games and simulations linked to the athletes. For instance, Ryan Blaney’s bottle offers a virtual pit stop experience, and…
-
Adidas digital collectible sells for record-setting $20k in Roblox
-
Brands on Vision Pro
Here’s a great list of brands experimenting with early Vision Pro experiences…