Optus teamed up with Yahoo Creative Studios in early October to enable thousands of Australian footy fans to show their support in an entirely new way at the WA Football League (WAFL) Grand Final in Perth’s Optus Stadium in the form of a ‘Fans To Avatars’ augmented reality (AR) experience..
In an Australian sports stadium first, thousands of footy fans were be able to show their support, cheer and wave at the game between Subiaco Football Club and South Fremantle Football Club through their fan avatars. By simply scanning a QR code and a quick selfie, supporters were able to transform themselves into a ‘lifelike’ avatar wearing the colours of their favourite team’s kit for the AR in-stadium fan experience and even share it across social media platforms.
Thus, fans unable to attend in person could be at the game together virtually.
The campaign saw stadium title rights holder and communications and telecoms company work with branded content outfit Yahoo Creative Studios (formerly RYOT Studios) on an activation which combined several fresh technologies including WebXR, customer 3D avatar creation and animation.
The campaign can be viewed by clicking here (mobile only) and it was promoted across Optus’ social and digital platforms.
“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,” commented Optus Marketing VP Melissa Hopkins. “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. 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.”
“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,” explained Head of Brand & Yahoo Creative Studios ANZ Zoe Cocker. “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.”
Optus Stadium CEO Mike McKenna added: “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.”
The campaign was created for Optus Sponsorship & Retail Marketing Director Ben Lawless Jennings, Associate Director, Sponsorship & Retail Campaigns Danielle Rapley, Brand Engagement Manager Jodie Archibald and Marketing & Revenue Graduate (5G) Zac Sullivan by a team at Yahoo Creative Studios which included Head of Studio Zoe Cocker, Lead Brand Strategist Nick Gorshenin and Project Manager James Kavanagh.
The creative technology agency was Aircards and the cross-game 3D avatar platform was Ready Player Me.
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And it seems there is no escape from the metaverse these days.
Optus Stadium was equipped with full Optus 5G capability earlier in 2021 providing Optus customers who visit the stadium with access to Australia’s fastest 5G Mobile Network as awarded by Ookla including faster download speeds and a more reliable video and app streaming experience.
Plus, for fans who missed out on the game experience, the initiative is being integrated into the Optus Stadium Tour from late-October: thus enabling more stadium visitors to create their own lifelike fan avatar giving them a lasting memento of their visit to the world’s most beautiful stadium.
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