Verizon Tackles a Motion-Tracking Engagement - Event Marketer

Verizon Tackles a Motion-Tracking Engagement

EDTA 2016_Audience_Verizon1
Brand: VERIZON
Agency: MOMENTUM WORLDWIDE
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST HIGH-TECH AUDIENCE INTERACTION
Year: 2016

Serving as title sponsor of the Super Bowl’s free fan village is a tall order in and of itself, but when Verizon took on the role for Super Bowl 50, the stakes were higher than usual. The celebratory event was bigger and bolder than ever before, and brands followed suit, turning San Francisco into an all-out experiential blitz, brimming with fan experiences. To stay ahead of the competition, Verizon leveraged Kinect motion-sensing technology and a 180-degree domed theater to deliver the digital engagement of the future to more than 2,000 consumers.

The telecom giant relied on cutting-edge technology to present Game Winner, a fully immersive digital experience that gave football fans a new way to engage with their favorite sport. Using a 200-degree, 10-foot-high, ultra-high definition projection screen, the brand dropped participants into a make-or-break scenario at the center of a digital football stadium. Taking on the role of quarterback (complete with an NFL jersey) with seconds left on the clock, the fan was instructed to drop back in the pocket, choose a receiver and toss a pass to the end zone. Verizon leveraged Kinect technology to accurately track participants’ movements, and incorporated play-by-play commentary from CBS’s Greg Gumbel, crowds, cheerleaders and roaring special effects. Verizon embraced the “photos or it didn’t happen” mentality by recording, editing and incorporating each fan interaction into an NFL highlight reel featuring legendary announcer Marshall Faulk. Leveraging the NFL Fan Mobile Pass platform, the brand collected participants’ data and sent their personal 15-second highlight clip within minutes of exiting the experience.

Verizon earned a 98 percent click-through rate on the emailed highlight reels. No fumbles here.

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