• by Tanya Gazdik , December 29, 2022

photo by Tanya Gazdik/MediaPost

Mercedes-Benz USA is planning a "mixed reality" activation which will feature four of the brand’s electric vehicles “racing” around Mercedes-Benz Stadium during a college football bowl game.

The automaker enlisted Disney Advertising and Merkley+Partners along with fan experience company The Famous Group, and ESPN to develop the fan experience during the College Football Playoff Semifinal at the Chick-fil-A Peach Bowl on Dec. 31.

This collaboration marks the first time that mixed reality technology has been used on a live broadcast during a college football game. 

The activation is part of the brand's strategy to connect with a new generation of consumer that previously had little or no affinity with the automotive industry, says Monique Harrison, head of marketing, Mercedes-Benz USA. 

“Collaborations with music, film and technology brands like Disney are part of our journey to become the world’s most desirable electric luxury brand,” Harrison says in a release. 

The exhibition will take place right before kickoff of the second half of the game, directly following the Mercedes-Benz Halftime report. The 45-second segment will push interaction with the physical environment further than before with the goal posts, field and iconic in-stadium Halo video board. 

Using first-of-its-kind mixed reality production techniques, The Famous Group will operate three tracked cameras for the activation, including two fixed cameras and a SkyCam for the duration of the segment.   

This campaign comes on the heels of The Famous Group’s mixed reality activation with Gillette during ESPN’s Monday Night Football game between the NFL’s Chicago Bears and New England Patriots in October which resulted in a 69% increase in brand recall compared to advertisements on competitive broadcasts, according to the company.