It’s the most-watched sporting event of the year: A contest that not only pits enormous athletes against one another on the field, but also lines up some of the country’s biggest marketing muscles in the battle for attention off the field.
From its absurd name to its stream of high-priced ads, its hyped-up halftime show and the 100+-million person audience, the Super Bowl is in a league of its own, where the stakes just can’t get any higher.
So when you take that backdrop and mix it with COVID’s many challenges and less-than-super realities, you come up with Verizon’s multi-pronged package of Super Bowl promotion and technological pageantry that’s got a little something for everyone.
5G Like You’ve Never Seen It
While football fans will be watching to see if 43-year-old Tom Brady can win a record 7th Super Bowl or if his energetic 25-year-old opponent Patrick Mahomes will manage to orchestrate a repeat victory, the game’s top telecom sponsor is also bringing its A-game to the event.
Nowhere will this be more evident than in the $80 million rollout of its “built-right 5G” platform, which is designed to elevate the viewing experience into an immersive digital reality, whether that’s in person, at home or within a video game.
“Reimagining live events is one of the best use cases for the power of 5G. During a year like this one, it is a thrill to transform the Super Bowl experience by creating a first-of-its-kind virtual stadium in ‘Fortnite’ that brings a new level of gaming to life, while at the same time we’re innovating the in-stadium experience,” said Verizon CMO Diego Scotti.
Although the Raymond James Stadium in Tampa Bay will be only one-third full, fans on-site will be able to play around with the “Verizon 5G SuperStadium” in the NFL app, a high-tech experience that will “bring fans as close to the game as possible” — but only if they have an iPhone 12.
For those spectators who do have the right device, Verizon will enable them to view from seven different camera angles while also overlaying augmented reality (AR) stats on top of players.
Those using SuperStadium at home will have to settle for five new camera angles and next-generation graphics.
It’s All New
To ensure that its 5G Super Bowl showcase works flawlessly, Verizon said it spent $80 million upgrading the stadium and surrounding areas, including 70 miles of high-speed fiber cable, an upgraded distributed antenna system (DAS), and 281 small-cell antennas to enable event coverage in downtown Tampa, Ybor City and the Tampa Riverwalk areas.
While Verizon said “these permanent network enhancements will benefit Tampa residents and visitors for years to come,” it also illustrates the degree of infrastructural investments and upgrades that will be required to make fifth-generation wireless connectivity a reality across the nation.
“As the number of arenas and stadiums with Verizon 5G continues to grow, we’re seeing how our technology brings a new dimension to all aspects of the fan experience, from public safety to how fans interact with the action on the field,” noted Verizon CTO Kyle Malady.
Experiential And Experimental
If a large-screen television and the comfort food and drink of your choice aren’t enough to hold your attention, Verizon is also offering ways to communally watch the game, given that COVID has all but killed Super Bowl Sunday parties.
Fittingly called “Watch Together,” Verizon Media’s free co-viewing experience will give fans the ability to yell and scream with family and friends through a collaboration with the Yahoo! Sports app.
For those in the video gaming demographic, Verizon has also joined forces with “Fortnite” creator Epic Games to create an in-game virtual stadium with football-inspired games and a few hidden surprises for players.
“In a year when large gatherings are limited, finding ways to bring people together safely, in-person and virtually is more important than ever,” Verizon said.