Mixed reality is making its way into the sports marketing world.
The latest example was Saturday afternoon at Autzen Stadium in Eugene, Ore., where Xbox showed off a unique mixed reality experience to promote Halo Infinite during halftime of the Oregon vs. Oregon State football game.
Pelican inbound.
— GoDucks (@GoDucks) November 27, 2021
We had Master Chief drop in for today's game.#GoDucks | #HaloInfinite pic.twitter.com/J2aYyWwBTg
A projection of a vehicle used in Halo came swooping onto the field before dropping logos for Halo Infinite and the University of Oregon. The mixed reality tech was shown on the big screen at Autzen Stadium — at 12,276 square-feet, the largest in college football — and shared online.
Though it looks realistic, the flying vehicle was not actually at the stadium. However, Halo’s Master Chief did make an appearance at the game. And the Oregon Marching Band performed a rendition of sounds from Halo Infinite, the latest installment in Microsoft’s Halo franchise that officially debuts next month.
Xbox partnered with Portland agency Studio Mega and the Oregon Athletic Department on the brand collaboration.
Other teams have tried out similar mixed reality experiences, including the NFL’s Carolina Panthers and Baltimore Ravens.
What a night! Here’s a “Behind the Scenes” look at the #MixedReality fan experience we created for the @Ravens. And a big thank you to everyone involved who made it possible for the @NFL community to get its first glimpse into this new technology. pic.twitter.com/4xEa8XJ3MH
— The Famous Group (@FamousGroupLA) December 17, 2019
Mixed reality is just one type of tech that teams are using to enhance the fan experience. The NHL’s Las Vegas Golden Knights, for example, wowed fans with their pre-game on-ice video from this season’s home opener.
If you want to see a pre-game intro of a Knight fighting a virtual Kraken … #SeaKraken pic.twitter.com/e2KIfd77ZU
— Ryan S. Clark (@ryan_s_clark) October 13, 2021
