England Rugby Union team sponsor O2 has linked with virtual reality headset Oculus Rift to create an immersive gaming experience for rugby fans called ‘Wear The Rose’.
The objective is to create a fan experience that puts them right in the middle of the England team action – an entirely new level of fully immersive virtual reality experience that ensures the wearer feels part of the national team through a 360 degree view..
The telco’s new initiative, rolled out during this year’s RBS 6 Nations Tournaments, sees the goggle-like headset device let fans feel like they are part of the England squad like never before.
Created using a set of GoPro cameras, fans can turn their head in any direction while wearing the Oculus Rift headset as they take part in training along with the rest of the England squad.
The wearer experiences behind-the-scenes glimpses of the England team training and coaching set-up – taking part in drills led by attack coach Mike Catt, being amidst a team talk from captain Chris Robshaw and feeling just what it feels like to be tackled by hooker Tom Youngs.
This is one of the very first early uses of the ground breaking new gaming headset technology in sponsorship activation, which looks set to quickly reach the mainstream.
Just last month at tennis’ Australian Open, technology partner IBM also worked with Oculus Rift to produce a real time virtual reality game, Return Serve, where the fan/player wears a 3D headset and is challenged to return the serve of whoever is currently serving on the Rod Laver Arena.
Advertisers are also starting to work with the technology and integrate it into their campaigns.
For example, late last year agency AKQA created a car design game within the Oculus Rift headset to engage young adult ‘early adopters/digital natives’.
The experimental, tech-led approach reflects O2’s strong heritage of using cutting edge technology and cutting edge platforms to bring fans closer to the game in general and the England team in particular.
These experiments in emerging media and technology devices range from mobile apps and wireless work, to online links and social media.
From its ‘Get Up For England’ breakfast texting offering at the last World Cup, right back to its 2007 webcam based ‘England Rugby Stare Out’ initiative.
Indeed, for last year’s 6 Nations it launched a brand-led O2 Matchday app – one stand out feature of which streams the referee’s on-pitch match comments directly to smartphones – and a refreshed version has been rolled out for this year’s tournament too.
Comment
O2 has been a sponsor of the England Rugby Union team since 1995 and have focused on reinforcing their position as a technology innovator and a connectivity leader by using innovative approaches to generating national support and bringing customers closer to the team.
Back in 2012, O2 extended its Rugby Football Union partnership for a further four years which maintained its presence on Senior England, Saxons and Women’s team kit and sees O2 continue as the RFU telecommunications provider, as well as the extension of its Priority offering to rugby fans on O2, plus its grassroots rugby programmes (which emphasise inclusivity and accessibility) such as O2 Scrum On the Beach and O2 Touch.
Its tech-led approach looks set to continue in the future as in late 2013 O2 announced its intention to digitally evolve its rugby sponsorship in the run up to the 2015 World Cup by injecting unique digital experiences to its activation.
After nine years, the telco recently parted company with incumbent sponsorship activation agency IMG Consulting and appointed M&C Saatchi Sport & Entertainment to lead its latest wave of tech-led innovation-led activations.
Links
O2 England Rugby Website
O2 Matchday App
http://news.o2.co.uk/2013/03/15/o2-matchday-app/
O2 Inside Line
http://www.rfu.com/qbeinternationals/o2-inside-line
O2 Touch
RFU
