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.”
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
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