Yahoo Creative Studios & Optus Turn WAFL Fans Into Avatars At Optus Stadium
Optus has teamed up with Yahoo Creative Studios to enable thousands of footy fans to show their support in an entirely new way at the Optus WA Football League (WAFL) Grand Final in Perth on the weekend.
With the simple scan of a QR code and a quick selfie, spectators could instantly transform themselves into a lifelike avatar donning the colours of their team’s kit, in an Aussie-first augmented reality (AR) fan experience.
Fan’s avatars cheered and waved their support at the weekend game between Subiaco Football Club and South Fremantle Football Club, sharing the experience across social media platforms. For those fans unable to attend, friends at Optus stadium were able to upload a photo so they could be at the game together virtually.
Leading branded content company Yahoo Creative Studios (formerly RYOT Studios) was behind the campaign and combined cutting-edge technologies including WebXR, customer 3D avatar creation and animation to deliver this market-first user experience.
Yahoo Creative Studios brought together market-leading tech partners such as cross-game avatar platform Ready Player Me and creative tech agency Aircards to pull off this unique and truly personalised activation.
Zoe Cocker, head of brand and Yahoo Creative Studios ANZ, said: “This in-stadium fan experience is the latest example of how immersive tech can add a whole new dimension to watching sport. Aussie fans are so passionate and love getting involved in the game. Now, they can take that passion to the next level.
“Immersive experiences are being leveraged by so many different industries because they build on people’s passions. We’re excited to be working with brands such as Optus and more to lead innovation in this space.”
Melissa Hopkins, VP marketing, Optus, said: “At Optus, we are energised by what’s possible and this activation at the Optus WAFL Grand Final is a fun use of technology to bring people together.
“We are always looking for ways to enhance the fan experience at Optus Stadium and through our partnership with Yahoo Creative Studios, we are doing that in an interactive and unique way. I‘m looking forward to everyone building their avatars, sharing through socials and even getting them onto the big screens at Optus Stadium,”
Optus Stadium, CEO, Mike McKenna, said: “5G is transforming the way we connect, particularly with so many of our friends and families only being able to be seen through a device.
“Exciting partnerships like this one are a great way to bring people together and enhance the stadium experience, whether they be in person or via technology and innovation.”
“This is just the beginning of innovative in-stadium experiences, with 5G opening up a wave of new opportunities to engage fans and get them even closer to the action and we are excited for the future applications that 5G will deliver in Optus Stadium.”
Campaign credits:
Optus
Sponsorship & retail marketing director: Ben Lawless Jennings
Associate director, sponsorship & retail campaigns: Danielle Rapley
Brand engagement manager: Jodie Archibald
Marketing & revenue graduate (5G): Zac Sullivan
Yahoo Creative Studios
Head of Studio: Zoe Cocker
Lead brand strategist: Nick Gorshenin
Project manager: James Kavanagh
-game 3D Avatar Platform: Ready Player Me
Please login with linkedin to comment
melissa hopkins Mike McKenna Optus Yahoo Creative Studio Zoe CockerLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.