ptus partnered with Yahoo Creative Studios to give thousands of footy fans the opportunity to show their support in an innovative new way at the Optus WA Football League (WAFL) Grand Final in Perth on the weekend.
Yahoo Creative Studios brought together market leading tech partners such as cross-game avatar platform Ready Player Me and creative tech agency Aircards to pull off this unique and truly personalised activation.
By utilising augmented reality technology provided by leading WebXR agency Aircards, users could simply scan a QR code, snap a quick selfie and instantly transform themselves into a lifelike avatar, donning the colours of their team’s kit, in an Aussie-first augmented reality fan experience.
The weekend game took place between Subiaco Football Club and South Fremantle Football Club, where fan’s avatars cheered and waved their support for their team. Fans were able to share the experience across their social media platforms and for those unable to attend, friends at Optus stadium were able to upload a photo so they could be at the game together virtually.
Head of Brand & Yahoo Creative Studios ANZ, Zoe Cocker, said:
“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… 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.”
Branded content company Yahoo Creative Studios (formerly RYOT Studios) was behind the campaign and combined with cutting-edge technologies including WebXR, custom 3D avatar creation and animation provided by Aircards, the campaign was a market-first user experience.
VP Marketing at Optus, Melissa Hopkins, said:
“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. 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.”
Optus Stadium CEO Mike McKenna agreed the unique opportunity was just another way for fans to use technology to engage with live sport and entertainment, stating:
“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.”
Hopkins commented:
“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,”
In an exclusive interview with ar.rocks, Director of Aircards, Lewis Collins said:
“We are seeing a huge increase in demand for Avatar based WebAR experiences. It was amazing to activate this from the big screen and deliver for the WAFL event to provide an in-stadium personalised fan experience. The teams at both Yahoo Creative Studios and Optus have been incredible to work with and we look forward to working with them on future projects.”
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