Sleep Number Super Bowl LIII Fan Engagement
For the second year in a row, Sleep Number asked Groove Jones to support them at another Super Bowl. Sleep Number is the Official Sleep and Wellness Partner of the NFL. We created a multiplayer Quarterback Challenge VR game that allows fans to experience first hand, how a good and bad nights sleep can impact your performance.
Fans of all ages got the chance to step out onto the 50-yard line and compete in the biggest VR Football game ever seen. This was all part of the 10 day NFL Fan Experience event leading up to the big game in Atlanta, Ga.
Thousands of Football Fans Lined Up
Young and old fans lined up to play, but the line moved quickly due to the multiplayer setup. A huge 30-foot video wall displayed a spectator view of the VR experience, so players that cued up to play, had the chance to see how the game was played and to determine their personal strategy.
We utilized HTC Vive Pro headsets this year, an upgrade in technology from last year’s hardware. This was a big improvement. The Vive Pro has a larger field of view and integrated headphones, which made it easier for getting fans in and out of each session.
The wall mural also displayed the player’s scores after each round as an oversized leaderboard system. Which served as a great photo opportunity to capture and share on social media. (Everyone love’s to brag when they win!)
Brand ambassadors utilized custom iPad Apps to register every user that came in to play.
Media Press Event
During the fan engagement event, Sleep Number brought in Dak Prescott, Quarterback of the Dallas Cowboys, for an amazing media day event. Several of the sportscasters lined up to challenge Dak in a friendly game. Which turned into a serious competition.
The Sleep Number activation area was stationed on the main walkway within the Fan Experience.
By the Numbers
After 10 days (74 hours) of activation, the results have exceeded our expectations.
- Over 5000 leads captured for immediate email retargeting
- Generated a total of 154MM impressions (+54% vs goal)
- Secured 124 high-quality placements, including FOX Sports, USA Today, ESPN SportsCenter, FOX Business, and NFL Network
- Social: Impressions: 21,168,334
- Social: Engagements: 7,039,682
- Sleep Number’s booth at the NFL Experience named one of the “most unique sponsorship activations” at Super Bowl LIII by Chief Marketer.
Preview of the Experience Appeared at CES Two Weeks Prior to the Super Bowl
For those of you that follow our media posts, you might have seen our team at the 2019 CES event in Las Vegas. We worked with the Sleep Number to install the Quarterback Challenge game there as well. A massive two-story structure with integrated wall video served as an awesome backdrop to the game. The overall design was striking and helped Sleep Number stand out in the crowd at the show.
Celebrity sighting! We were thrilled to see Katie Couric step up and give the game a try. She crushed it, as you can see by her score.
See More VR Related Productions
- Covestro Transports its Customers into the Year 2030 and Experience the Future of Ridesharing and Autonomous Vehicles – https://www.groovejones.com/covestro-future-of-mobility-vr/
- International Chemical and Consumer Goods Company Using VR for Training Employees and Educating Customers for Aftermarket Automotive Repairs – https://www.groovejones.com/automotive_vr_training/
- Sleep Number’s Award-winning Super Bowl Activation – https://www.groovejones.com/sleep_number_super_bowl_fan_engagement/
- Rinnai America Using VR to Demonstrate Installation of Tankless Water Heaters – Rinnai America Using VR to Demonstrate How Easy It Is To Install A Tankless Water Heater
- Taser Axon Using VR for Demonstration of TASER Equipment to Police Officers – Taser International Uses VR to Demonstrate Their Equipment in Action
- Zimmer Biomet Using VR to Demonstrate Medical Products – Zimmer Biomet Uses VR to Showcase their Medical Device Products and Services
- Under Armour and U.S. Army All American Bowl Activation – https://www.groovejones.com/under-armour-all-america-football-team-vr-experience/
- Visionworks Little League World Series Activation – https://www.groovejones.com/visionworks-little_league_world_series-fan_activation/
Feel free to reach out to us if you have any questions about our capabilities and activation services.
Check out videos on our YouTube channel
Check out videos on our YouTube channel