JUSTINE KLEEMAN

What I Produced:

• 360 Immersive Expiernce

• Supporting Assets

R/GA teamed up with Pepsi and Verizon to create an interactive 360 mobile experience: Ultra Pass, that brought fans up onto the stage, giving them unparalleled access to the halftime performance. We strategically placed nine different 8K cameras that utilized 360 technology to allow fans to direct themselves on stage while the halftime show was happening right in front of their eyes. We also beamed a large amount of of data over the Verizon 5G Ultra Wideband Network to fans across the country as a fully interactive second screen experience. By using their mobile devices to bounce from one camera to another, fans who weren’t able to score a ticket ended up creating history in the Sofi Stadium with Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar and Mary J. Blige up close. 

A flood of success came out of the experience as it helped bridge the divide between the few who were able to score tickets versus the masses, which was especially important in a year when the NFL’s place in American culture was being questioned by a growing chorus of cultural commentators. As for Verizon, it was a powerful way to demonstrate the stability and superiority of their 5G Ultra Wideband network as it livestreamed the entire performance across the country in real time – a technological feat on a scale that had never been attempted before – the most data the network had ever live-streamed per second.

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