The Super Bowl is not just a sports event, but a huge chance for companies to show their products in different ways. This year’s integration with augmented reality was on a new level, so let’s check the most successful and memorable campaigns.
Pepsi the Halftime Show Ultra Pass
Pepsi has sponsored the Super Bowl halftime show every year for the last 10 years, and this year the company created a really special campaign. Pepsi featured a QR code on Super Bowl LV Halftime Show cans and packaging at retail locations nationwide, which led consumers to PepsiHalftime.com. Once there, fans could access exclusive artists and show videos, along with custom AR Instagram filters.
Speaking about apps, PepsiCo’s mobile app for this year’s show allowed viewers to experience the performance as if they were on stage themselves. It was made by 360-degree cameras all around the stage. The quality may not have been perfect — but as the underlying technology improves, experiences like this will get more immersive and more ubiquitous.
Photo: Pepsi Ultra Pass App Screen
New AR Possibilities for Fans During the Show by Verizon
Once fans enter through the turnstiles, Verizon 5G Multi-View in the NFL Ticketholder App will offer them a new way of viewing Super Bowl LVI. During any given drive or play happening between the Los Angeles Rams and Cincinnati Bengals, fans can access seven simultaneous camera angles and can also deploy rewind to re-watch other plays. Fans also can use this augmented-reality experience to see how win probabilities change throughout the game.
Verizon is promoting exclusive AR filters through the app, allowing fans to choose one of four teams in a cheering-based game. Based on activity and fans’ involvement with the filters, an AR overlay shown on the field will encourage them to cheer on their squad. In previous Super Bowls, this technology supported fewer than 100 users. In 2022, more than 10,000 users connected at the same time. Fans also were able to check the statistics during the game by using augmented reality.
Photo: Super Bowl Statistics by Verizon
Drop It Like It’s Hot: Snoop Dogg Performing as an NFT Rapper
The artists’ list for the Super Bowl Halftime Show was iconic: Dr. Dre, Eminem, Snoop Dogg, Kendric Lamar, Mary J Blige and 50 cent made this show unforgettable.
Sandbox also created Snoop Dogg Avatar during the show! So the rapper was performing in real and virtual worlds at the same time. Speaking about NFTs, Snoop Dogg has been an NFT whale and owns CryptoPunk’s most valuable profile picture NFTs worth around $4.6 million. Another news from the artist is that Snoop Dogg plans to turn death row records into the first NFT music label.
Photo: Snoop Dogg Performance at Sandbox
First Metaverse Commercial During the Super Bowl
Instead of running an actual Super Bowl ad, Miller Lite built a virtual bar inside of the 3D virtual world Decentraland. The beer brand’s virtual bar has been open since Feb. 7—it’s stocked with virtual beer, virtual darts and billiards and even a virtual photo both—but the new “ad” debuted today inside of the bar.
Every year the Super Bowl show becomes more and more immersive and more than 112 million people watched it this year! Now fans can participate together with legends on stage and at the same time share their experiences, thanks to augmented reality. NFTs, ads on Metaverse and special ads with immersive content are examples of how to use other dimensions for your commercials.
