Budweiser Gives Cleveland Cavaliers Fans NBA's 1st Virtual Reality Experience

Budweiser is latest sports sponsor to get into the virtual reality activation game as it leveraged excitement around the 2016 playoffs by linking up with the Cleveland Cavaliers on a VR headset giveaway.

The Cavalier’s, led by league super star and hometown’s hero LeBron James, became the first NBA franchise to integrate VR technology into its official app and the alliance with Budweiser saw the beer brand give away cardboard VR headsets during a playoff game in Cleveland against the Atlanta Hawks in May.

Budweiser teamed up with DodoCase VR on the design, development and giveaway to enable fans in the arena to view augmented basketball-themed footage (click to view film).

The Cleveland NBA franchise launched its VR video series earlier in May and it plans to continue to roll out additional films as the team’s playoffs campaign unfolds.

‘We’re always looking for new ways to connect with our fans by leveraging emerging technologies that deliver unique experiences. VR was a logical next step and an area we’re excited to explore,’ commented Cavaliers digital VP Mike Conley.

The free official Cavs mobile app presented by BBVA is powered by Yinzcam and available for download at the Apple App Store and Google Play Store and is compatible on most Apple and Android smartphone and tablet devices.

The virtual reality strand of this app is led by an initial set of four VR films and these fit together in the sponsorship campaign with matching video Budweiser’s own VR YouTube channel that includes a tour of the Cavaliers’ locker room, a courtside view of the national anthem and player introductions.

In an additional neat twist on the initiative, one that aims to add an additional layer of synergy and utility, the bespoke Budweiser cardboard headsets have been designed to double as beer carrying cases.

The initiative was amplified across Budweiser’s social channels – including Twitter.

We teamed up with the @Cavs to bring you a 360 view of the playoffs. Get courtside in the Cavs app. #ThisBudsForYou pic.twitter.com/gvf3r5kTqR

— Budweiser (@Budweiser) May 6, 2016

Couldn't make the @Cavs game? We get you courtside with a 360 video: https://t.co/GZvBwrYVl2 #ThisBudsForYou pic.twitter.com/Zf6inW1Ag0

— Budweiser (@Budweiser) May 5, 2016

IMG, AB InBev’s US sports marketing agency, developed the VR concept and designed and built the viewer.

‘As a company, we are always looking for new ways to bring fans closer to the teams they love, and virtual reality is a big part of that,’ commented AB InBev’s consumer connections VP Lucas Herscovici.

‘The Cavs have been great partners in helping us activate this technology in the NBA and we look forward to continuing to evolve this activation.’

Comment:

We love 3D and VR as a leading edge activation platform – let’s say that right at the beginning.

And over the last 12 to 18 months everyone who is anyone in sports sponsorship jump on the virtual reality bandwagon – from Samsung’s IOC Youth Winter Olympics activation (see case study) to Visa/BOFA’s work with NFL outfit New England Patriots (see case study).

And now it seems it is the turn of Budweiser and the Cavs.

The Budweiser-cardboard viewing headsets are just one facet of the Cavs new multi-year agreement with long-time partner Budweiser.

The partnership connects passionate Cavs fans with Budweiser’s iconic brand through unique fan engagement and innovative digital activations, including the new VR experience along with Budweiser takeover nights that includes digital and social activation throughout The Q.

Indeed, the Budweiser initiative follows a previous US sports team VR 360 activation with the New York Mets from 2015 that also included ‘Player Introductions’,

‘Batting Practise’,

and ‘National Anthem’.

For such a forward looking and technically savvy league, it seems a surprise it has taken this long to arrive in an NBA arena.

Mind you, it does make one wonder whether fans who have paid to be in the stadium for the unique live sports experience actually want to spend their time wearing closed off VR headsets to view pre-recorded films.

Come to think of it, is it really a good idea to use a high-tech headset (even a mass market cardboard giveaway) as a two-can beer carrier?

Plus, do you even need a carrier for just two drinks?

Links

Budweiser Web:

http://www.budweiser.com/

Budweiser YouTube:

https://www.youtube.com/user/budweiser

Budweiser Facebook:

https://www.facebook.com/Budweiser

Budweiser Instagram:

https://www.instagram.com/budweiser/

Budweiser Pinterest:

https://www.pinterest.com/Budweiser

Cleveland Cavaliers App: