Giant Halo ship appears at Oregon Ducks football game in mixed reality experience

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(Photos courtesy of the Oregon Sports Department)

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.

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.

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.



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