Client
Sprite
Agency
You Are Here
Volumetric Capture
CMII
Wild Capture
Creative Team
Brett Stacy
Justin Godbey
Eric Brackett
Creative Mammals
Objective
The objective of this campaign was to connect Sprite and the Atlanta Hawks with their consumers’ passion for music and sports, by creating an interactive experience for fans, and driving engagement and sales for sprite.
Strategy
To achieve this objective, You Are Here (YAH) partnered with sprite and Atlanta-based rapper Latto, to transform the State Farm Arena, home of the Atlanta Hawks, into a virtual stage for a live halftime performance. The performance featured cutting-edge technology across various mediums, such as volumetric production, which created a 3D image of Latto that was placed in a virtual world, blending music and sports in an exciting new way. The halftime performance was executed during a regular season home game of the Atlanta Hawks. Fans in attendance had the opportunity to experience Latto's virtual self meet her live performance.
In addition to the live performance, YAH also employed social media to engage fans and encourage them to purchase and scan sprite products. Image recognition technology was used to unlock sweepstakes and exclusive content from Latto, including an augmented reality experience that brought the virtual stage directly to fans' living rooms.
Conclusion
This partnership between sprite, the Atlanta Hawks, and Latto demonstrated the power of combining technology and passion to create an innovative and exciting experience for fans. It also shows the potential for brands to leverage technology to connect with their target audiences in new and meaningful ways. The use of volumetric production and image recognition technology helped to create an immersive and interactive experience for fans, driving engagement and sales for sprite.
