Mixed reality is making its way into the world of sports marketing.
The latest example was Saturday afternoon at Autzen Stadium in Eugene, Ore., Where Xbox showcased a unique mixed reality experience to promote Infinite halo during halftime of the Oregon vs Oregon State football game.
Pelican entering.
We had Master Chief for today’s game.#GoDucks | #HaloInfinity pic.twitter.com/J2aYyWwBTg– GoDucks (@GoDucks) November 27, 2021
A projection of a vehicle used in Halo came down on the pitch before dropping logos for Infinite halo and the University of Oregon. The mixed reality technology was shown to the big screen at Autzen Stadium – at 12,276 square feet, the largest in college football – and shared online.
Although it looks realistic, the flying vehicle was not actually at the stadium. However, Halo Master Chief made an appearance at the game. And the Oregon Marching Band performed sounds of Infinite halo, the latest installment in Microsoft’s Halo franchise which officially debuts next month.
Xbox has partnered with Portland agency Studio Mega and the Oregon Athletic Department for the collaboration with the brand.
Other teams have experienced similar mixed reality experiences, including the NFL’s Carolina Panthers and Baltimore Ravens.
What a night! Here is a “Behind the Scenes†look at the # Mixed reality fan experience we created for the @Ravens. And a big thank you to everyone involved who made the @NFL community to get a first glimpse of this new technology. pic.twitter.com/4xEa8XJ3MH
– The famous group (@FamousGroupLA) December 17, 2019
Mixed reality is just one type of technology teams use to improve the fan experience. The NHL’s Las Vegas Golden Knights, for example, wowed fans with their pre-game video on the ice from this season’s home opener.
If you want to see a pre-match intro of a knight fighting a virtual Kraken… #SeaKraken pic.twitter.com/e2Kifd77ZU
– Ryan S. Clark (@ryan_s_clark) October 13, 2021
