Tag: sports
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Reebok’s new AI tool helps people turn memories into digital sneakers
Reebok Impact introduces a unique virtual experience where users can design custom sneakers incorporating personal photo memories. This initiative, a collaboration between Reebok and Futureverse, enables users to port their digital creations across Fortnite and Roblox. Reebok Impact capitalizes on the popularity of wearables that can be purchased via in-game currencies or rewards points. Rather…
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Nike returns to Fortnite for Airphoria Vol 2
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AdAge Top 5 AI roundup
AdAge covers 5 examples of AI activations and platform news from the last few weeks, including some that raise questions about deepfakes and broader ethical concerns surrounding the use of AI… Artificial intelligence provided advertisers with more cautionary tales in recent weeks, including backlash to Under Armour’s new film that borrowed from the brand’s past iconography…
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MLB’s Home Run Derby VR launches on the Meta Quest Store
From Engadget … If you’re part of the intersection of virtual reality enthusiasts and major league baseball fans, then there’s good news for you. MLB has launched Home Run Derby VR on the Meta Quest Store, making it available for Quest 2, Quest 3 and Quest Pro users. The game was previously on Meta’s App…
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Four brands and four different strategies for gaming activations
AdAge recently published a great round up of how four different brands chased audience engagement and brand building through various strategies and platforms across multiple different gaming environments. Target audiences varied widely and often dictated the chosen platform. The piece also highlights the “build new vs. integrate with existing” choice that brands must often make…
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NBCU partners with Trade Desk to make Olympic inventory biddable
NBCUniversal will make Olympic inventory available programmatically for the first time this summer. The media giant also unveiled a stoppable TV offering called Virtual Concessions that will officially launch during the Games. To do it, the broadcaster is partnering with The Trade Desk, which will build a private marketplace that’ll let advertisers bid on everything…
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CeraVe’s pre-Super Bowl influencer campaign nets 6B impressions
The skincare brand skipped the usual big game online playbook and instead leveraged more than 450 influencers to raise the question at the heart of its Super Bowl spot: did Michael Cera create CeraVe? “It’s one thing for CeraVe to say it, but it’s way cooler when other people are the ones saying it,” said…
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Brands on the Sphere shine during Super Bowl LVIII
The amazing new venue and DOOH platform continues the momentum it kicked off when the building opened late last year. It should come as no surprise that the so called “exosphere” featured prominently during big game in Las Vegas. Great round up of some of the brand activations from AdAge… The Las Vegas Sphere has…
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Super Bowl advertisers lean into AR extensions
Several of this year’s big game advertisers partnered with Snapchat to deliver second-screen experiences based on the platform’s iconic AR lenses. When consumers see multiple Snapchat ad products as part of a Super Bowl campaign, awareness increases 2.2 times (compared to a single ad type) and intent increases 2.9 times, according to Kantar data. Brands…
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Snickers taps Blippar for Super Bowl AR experience
The Mars brand is also giving away “home-gating” prizes to lucky winners who share their rookie mistakes via AR… Ahead of Super Bowl 58 on Feb. 11, augmented reality company Blippar worked with Snickers and The Mars Agency to launch a new Snickers and NFL Rookie Mistake augmented reality experience. This is a follow-up to…
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Under Armour testing “Toolkit” GenAI service
While legal, copyright and ethical questions remain, more and more brands are moving past experimentation and into implementation of GenAI tools… Like most apparel brands, Under Armour faces a continuous need to spend portions of its advertising budget on product photography and videography. Creative directors often lament what comes next—the long days on set, equipment…
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NHL’s LA Kings engage fans with AR activations
Mobile-activated augmented reality experiences excel at engaging fans in new ways, and the NHL’s LA Kings are the latest example of a sports team leaning into the technology to bring a new dimension to home games… The Los Angeles Kings will engage hockey fans in a new way during home games, partnering with Mercury Insurance…
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Adidas and Reebok launch digital wearables
Sports, apparel and fashion brands continue to experiment with Web3 tech via a combination of digital goods and NFTs. Adidas and Reebok follow Nike, Puma (here and here) and others in pursuing the space. Reebok and Adidas have both announced new projects for bringing goods into virtual spaces, expanding an already salient trend in the…
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AdAge November Metaverse round up
AdAge’s top 5 metaverse moments from November: 5. The Sandbox lurches back to life – the platform grabs headlines again with Gucci partnership 4. Cool Cats in the material world – the NFT brand launches float balloon in Macy’s Thanksgiving Day parade 3. NHL launches NFT trading platform – “NHL Breakaway” platform seeks to turn…
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Heineken’s Vegas Formula 1 strategy includes the Sphere
Yet another big brand embraces the world’s biggest screen, this time as part of a broader sponsorship package during Formula 1’s debut on the strip. There will be plenty of marketers vying for attention around this weekend’s Formula 1 race in Las Vegas, but Heineken will be hard to miss. The Dutch beer brand is not…
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Tennessee Titans bring stadium-scale AR to NFL games
Not to be outdone by the LA Rams, the NFL team has partnered with AR platform Superba to enhance fan engagement with AR… Augmented reality company Superba has launched its Stadium AR platform, designed to bring augmented reality experiences to attendees at large-scale sporting events and concerts. The Stadium AR platform can be themed to…
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MLB Virtual Ballpark streams first regular-season game
MLB is no stranger to embracing new technologies to cover America’s Pastime and engage fans. Back in July, the league worked with metaverse technology company Improbable to create a Virtual Ballpark as part of the All-Star Celebrity Softball Game. On September 20th, the Virtual Ballpark streamed its first regular-season game, allowing fans to virtually interact…
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Snapchat, the LA Rams, disguise and Meptik transform the Ram’s first home game into an AR experience for Princess Cruises
This stadium-scale AR experience features a virtual race though an oceanic obstacle course to be the first player to reach the cruise ship. Fans were also invited to text to win a cruise. What a fun combo of live events and AR. From Snap for Business on LI: Additional coverage and detail at AdWeek.
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The NFL gives creators access to its archives for content creation with pre-approved footage
The NFL is no stranger to embracing new technologies to enhance the viewing experience or to engage fans across new platforms and experiences. But some would argue that – among the major US sports leagues – the NFL has perhaps historically been the most draconian and restrictive when it comes to usage rights. The league…
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NFL and Snapchat Use AR to Kick Off 2023 Football Season
Fan engagement is a great use case for augmented reality, and these experiences are a fun way to welcome back NFL action … To celebrate the kickoff of the 2023 football season, the NFLpartnered with Snapchat on augmented reality experiences to stoke fans’ excitement. To start, the new NFL Kickoff Lens can be customized to…
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YouTube places first significant ad buy on the Las Vegas Exosphere
YouTube is using the world’s biggest LED screen to promote NFL Sunday Ticket. Since debuting in July, the Exosphere in Las Vegas has wowed onlookers and drawn tons of social media attention with its vibrant displays on the largest LED screen on earth. Those eye-catching displays have been mostly devoid of ad campaigns—until now. YouTube…
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Amazon brings AI predictions to Thursday Night Football
Amazon’s prime video unit plans to enhance TNF this season with a variety of AI predictions … Amazon Prime Video is embarking on its second NFL season as the exclusive broadcaster of Thursday Night Football, introducing a suite of AI-powered features to immerse viewers in the strategic intricacies of the game. By training machine learning…
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Vans celebrates milestone as it reaches 100M+ visitors to its Roblox activation
Vans World, launched in 2021, recently became the first fashion activation to surpass 100 MILLION Roblox visitors. The brand took a smart approach to engaging its young target audience on the metaverse platform – tapping into consumer desire for customization, actively listening to customer feedback via multiple channels, and keeping the experience fresh via innovative…
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Nike uses WebAR “Sky Effects” in Women’s World Cup celebration
Niantic’s 8th Wall WebAR platform recently released a new feature called “Sky Effects,” enabling developers to create amazing WebAR experiences up in the air. Nike has put it to good use in this very cool example tied to PayPal Park in San Jose.
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Premier League Celebrates Summer Series with AR Experience
Premier League football/soccer continues its embrace of immersive tech with new broadcast-enhancing experiences as well as a scavenger-hunt style trophy hunt. This month, the Premier League will once again leverage AR to enhance its sports broadcasting for viewers at home, utilizing immersive visualizations to improve viewer engagement and retention via a smartphone application. The Premier…
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Puma expands its web3 shopping experience
Puma seems to be doubling down on Web3 and immersive brand experiences. The UI and overall experience is a bit confusing and challenging, but interesting to see a brand continue the investment in the face of macro-economic challenges and misguided media pundits declaring the death of metaverse and web3. Launching on Tuesday, Puma’s second digital…
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ESPN Releases AR Mini Games to Enhance Its Digital Hockey Show
To enhance its digital show, The Drop, ESPN Edge and Verizon partnered with the National Hockey League to launch two augmented reality mini-games for hockey fans to play on their iOS and Android devices. Available on ESPN+, as well as ESPN’s YouTube, Twitter and Facebook pages, The Drop features hosts Arda Öcal and Greg Wyshynski,…
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Adidas Lets Shoppers Try On Indigo Herz Drop in AR
Adidas is using augmented reality to promote its fashion line based on Indigo Herz, one of the Bored Apes, by giving shoppers the chance to view and virtually try on select clothing items from the collection through a Snapchat lens. Adidas partnered with creative tech studio Beyond to create this activation. Snapchat users can activate…
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Virtual Try-On Platform Vyking Integrates with Teads
Per this post on LinkedIn, Vyking is powering a new virtual try-on ad unit for shoes via Teads. Vans is one of the first brands to try it out..
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PGA Tour Brings Augmented Reality to Real-World Golf Events
We’ve seen AR show up in different ways for sports leagues like NBA and MLB. The PGA is now getting on board to leverage the technology to enhance in-person attendee experience… PGA Tour is using augmented reality technology to enhance attendees’ experience during some of golf’s biggest events. The PGA Tour Augmented Reality Experience presented…
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NHL, Roblox launch metaverse experience with NHL Blast
The NHL is launching its first fan experience on the online gaming platform Roblox that will bring hockey-inspired games and customizable team jerseys to the metaverse. NHL Blast, announced by the league Thursday, “will allow hockey fans and the Roblox community to hang out and play in a new online space that features many elements…
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Agencies’ reignited AR, VR forays could create new ways to measure consumer engagement
Advertising agencies are renewing their interest in using AR and VR technologies, which could create new ways to measure consumer engagement. With remote work on the rise, agencies are exploring the potential of AR and VR to create immersive experiences that can connect brands with consumers. These technologies offer the possibility of tracking engagement metrics…
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Cleveland Cavaliers Lauch AR Experiences for Fan Engagement During NBA Playoffs
The Cleveland Cavaliers are bringing a shared AR experience called “Cavs ARcade” to Rocket Mortgage FieldHouse, kicking off during the 2023 NBA Playoffs. In Cavs ARcade, fans will be able to digitally interact with the basketball court, fellow fans in the FieldHouse, and witness real-time effects on the Cavs giant video screen through mass multi-user…
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The Masters Brings Watson-Powered AI Commentary to its Mobile App
This year the app’s major upgrade is the addition of generative AI announcers who take on sportscasting duties for the thousands of shots hit by golfers that do not get air time. In previous editions if you were following any non-featured group, the soundtrack attached to the visuals would be limited to chirping birds and…
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Kansas City Royals Bring Augmented Reality to Home Games
Baseball fans can access a shared AR experience in Kauffman Stadium Kansas City Royals fans will be able to interact with augmented reality technology during home games at Kauffman Stadium during the 2023 baseball season, thanks to a partnership between the team and fan-engagement platform ARound. ARound’s Crown Vision AR platform will allow the venue’s…
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Pepsi links gamified AR to packaging, social as part of global soccer push
Pepsi launched an international marketing campaign that brings together four soccer superstars, according to details shared with Mobile Marketer. Lionel Messi, Paul Pogba, Mo Salah and Raheem Sterling converge in a 60-second spot, “Play Never Stops,” at the center of the effort running in more than 80 countries. The athletes also participated behind-the-scenes in a #PepsiCanBalance challenge where they…