
Before the New England Patriots host the Chicago Bears on ESPN’s “Monday Night Football,” Pat has some important work to do.
At kickoff, a video board at Gillette Stadium shows the team’s mascots flicking a switch and entering the locker room. He switches it from ‘Gillette’ to ‘Gillette Labs’ and ignites the augmented reality experience as part of the company’s advertising campaign to promote the company’s exfoliating his bar his razor.
The 45-second virtual campaign is the first of its kind for NFL broadcast and is a collaboration between the Patriots, Gillette and virtual event production company Famous Group.
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“Tonight’s acquisition continues our industry lead by relying on our naming rights partners for cutting-edge innovation, technology and design,” said Jonathan Kraft, President of Kraft Group, in a statement. “We look forward to providing a platform for many more creative marketing opportunities in the years to come.”
A few weeks ago, Famous Group carried out a laser scan of the stadium currently under renovation. This allowed him to pinpoint the location of an existing building and use mixed reality effects to “bring it to life,” said Andrew, vice president of business development at Famous Group. says Isaacson. His two cameras with tracking technology made this feat possible.
A famous lighthouse, also under construction and due to be completed next season, shines a beam of light on the 50-yard line of the Patriots logo. The shape begins to form an exfoliating bar razor.
Isaacson told USA TODAY Sports:

John Crawton, Gillette’s vice president of North American grooming, said the company hopes to find a channel to sell the razors it launched last year and announce the rebranding of Gillette Labs.
“I am very proud of the fact that I am in front of a national audience,” Claughton told USA TODAY Sports.
There’s also a fireworks display, but fans inside the stadium can only see it on a cool New England fall night, and announcer Joe Buck welcomes viewers on ESPN’s broadcast.
Claughton hopes those watching from home will enjoy watching the progress of the renovation, calling the augmented reality experience “innovative and pioneering.”
“This is all about the GilletteLabs brand being announced to NFL fans,” said Claughton. “I think Gillette is synonymous with the stadium and the New England Patriots.”
According to Isaacson, this is also the first time a retail product has been born.A famous group performed Chipotle revitalization by pushing burritos onto the ice with Zamboni during a hockey game. The company’s signature virtual reality hit was associated with the Carolina Panthers.the mascot “Sir Purr” came to life and flew around the stadium.
Isaacson said the video posted on social media had garnered one million impressions by halftime of the game on September 12, 2021. The technology is also made for broadcasting. These factors made it easier for the Patriots to pioneer this kind of marketing in his NFL.
“Broadcast viewers also get the chance to feel like they’re watching something,” says Isaacson.
“It spins the media wheel really well.”
Follow Chris Bambaka on Twitter @BOOMbaca.
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