Jack Morton Worldwide’s client, Chevrolet, sponsored the 2015 Major League Baseball All Star Game in Cincinnati. As a brand experience agency, Jack Morton is always aware of the latest technology available for experiential marketing. They don’t settle for basic booths – their clients demand the latest. PIXO Group brainstormed on how to best engage baseball fans in Chevrolet’s FanFest dugout. Virtual Reality was the newest tech on the market. VR also enables a client to expand their footprint beyond the booth – an entire baseball stadium exists inside the headset, and with social sharing, there is the ability to capitalize on fan enthusiasm, even after the event is over.
VR at the MLB All Star Game? An immersive baseball experience is a home run. But while VR captures attention at any event, it’s difficult to share what the participant is experiencing with the crowd that gathers. To address this, PIXO Group developed a local leaderboard, fans waiting could watch the games in progress and see everyone’s scores. In addition, there was a separate kiosk for social sharing. This setup had its own level of technical challenges: having multiple users queued for limited stations, the ability to share unique results and all of those users signing up and sharing simultaneously.
PIXO Group built a queue system and a database. The database stored user information initially, and then their results of the virtual reality experience. Once that information was passed from the registration kiosk to the Oculus experience, and back to the kiosk, the fan’s results were available for social sharing. This parallel execution meant multiple people could be signing up, going through the VR experience and sharing it concurrently. This allowed Chevrolet to handle the influx of fans during the event without worrying about losing data, server errors or missing out on social reach.
Over the course of FanFest, more than 3,000 people went through the Chevrolet MLB Virtual Ump 360 dugout. The client reached their goals of engagement and provided a memorable experience – actually calling balls and strikes in a major league game. The ability to compete in real time via a leaderboard, and share results on social, is a major differentiator from traditional event games.