Event Marketer – Five Brands Activating Tech-Powered Engagements, From AI ‘Oracle” to Holographic Projections
Original Article appeared in Event Marketer January 24, 2023 –
Groove Jones was behind two of the five brand activations featured in the new article “Five Brands Activating Tech-Powered Engagements, From AI ‘Oracle” to Holographic Projections” on EventMarketer.com. We have highlighted the two productions that they wrote about our work.
More often than not, technology and experiential marketing are partners in crime, working hand-in-hand to personalize engagement, alleviate pain points, deliver moments of surprise and delight and create a more seamless attendee experience overall.
New tools and implementation tactics seem to pop up every other day, and while not all of them are viable options, the following five case studies offer evidence that the right strategy executed at the right time can yield powerful results. Take a look.
AT&T, Avatars and Gaming
AT&T is unwavering in its efforts to showcase the power of its 5G network, and its latest push included an array of 5G-powered experiences throughout this year’s College Football Playoff (CFP) National Championship Weekend, Jan. 6-9, in Los Angeles. As an official CFP sponsor for the last nine years, AT&T upped the ante in 2023 with a tech blitz executed across a variety of sponsored events and experiences.
A highlight was the 36o-degree XR scanning tech the brand brought to its sponsored Fan Bowl, a 4,000-square-foot activation zone. There, AT&T gave fans a chance to be digitally scanned, which yielded a personalized avatar that they could then use to compete in a custom-built video game that had them racing down a football field in a series of challenges. And for fans unable to make it to the event, the brand created a mobile version of the experience.
(Agency: Wasserman, Groove Jones)
Learn More – https://www.groovejones.com/scanme/
Disney and Holographic Projections
What better way to promote a highly anticipated, immersive film like “Avatar: The Way of the Water” than by leveraging a massive and unexpected stage? Such was the case for Disney, which unveiled the film trailer through a holographic projection experience in Niagara Falls State Park, just in front of the falls. The 60-foot-wide projections offered never-before-seen imagery from the movie with the help of 4K projectors and a lighting truss holding a 60-foot by the 30-foot translucent screen. When an image was projected onto it, the translucent material reflected the light, thereby creating the hologram effect. And if that weren’t enough of a sight to behold, the projections were supported by 600 drones flying over the falls that were programmed to display
“Avatar” iconography. Each drone was equipped with LED lights that changed colors as they animated the film imagery and logo.
(Agencies: National Experiential, activation and drone show; Groove Jones, holographic projections)
Case Study – https://www.groovejones.com/holographic-projection-over-niagara-falls-for-disneys-avatar/