Technology and tablet partner Microsoft has unveiled a Super Bowl TV spot that offers a high-tech vision of the future of the game.
Described as a concept video, the creative shows a glimpse of a football experience no longer restricted to the TV screen: it sees the game take over the coffee table and spread across the floor of the room when experienced through Microsoft’s HoloLens.
Microsoft HoloLens is described as ‘the world’s first fully untethered holographic computer’.
The commercial shows how HoloLens and the NFL are exploring the game’s future together by blending mixed realities – from existing screen augmentation in the form of player statistics, through life-size 3D holographic projections, to high-def instant replays projected onto your coffee table.
The video was officially unveiled at a Microsoft hosted Super Bowl 50 Panel Discussion called ‘The Future of Football: How Technology Could Shape the Next 50 Years of the Game’.
Then it was rolled out on 2 February (five games before the Big Game) to the wider world on the brand’s YouTube channel, NFL partnership web hub (http://msft.it/MicrosoftNFL) and across its other digital and social platforms including Twitter
Imagining the future for #NFL fanshttps://t.co/nSgUQQFbAV
— Microsoft (@Microsoft) February 2, 2016
and Facebook.
The live panel itself discussed the impact of technology right across the sport: from on the field of play, to the sidelines, the back office, the in-stadium experience and for fans at home.
Comment
This is not just a future-facing view of how the game and the fan experience could change, but also a taste of rights holder, sponsor and broadcaster future.
The commercial features Microsoft’s first generation HoloLens developer units (which will likely be a bit bigger/bulkier than the version that will eventually come to market).
Microsoft plans to offer HoloLens development kits in the first half of 2016 for $3,000 – while the price for mainstream units for consumers is clearly some way from being determined (as is much of the software, TV box maker and broadcaster synchronised integration).
Of course, it’ll be a few years before all of this is really possible.
But some of the features and technologies are actually already here now.
Whether it’s the virtual reality of Oculus Rift (see case study), or the augmented reality of Intel and ESPN’s live data integration at the upcoming 2016 X-Games (see case study) – some of this kind of imagined future is already here.
This ad follows Microsoft’s 2015 cause-focused #empowering Super Bowl last year: which was led by two Big Game commercial – ‘Braylon O’Neill’
and ‘Estella’s Brilliant Bus’.
It also extends the tech giant’s ongoing NFL activity right through the football season which has been less brand-led and more product-focused (specifically revolving around its Surface tablet).
For the past two seasons the partnership has been primarily promoted through a campaign fronted by Seattle Seahawks’ Russell Wilson (an appropriate NFL endorser choice considering his starring role as quarterback for Microsoft HQ’s home town team).
Spearheaded by commercials showcasing how the tablet is being used within the game by coaches, players and fans – such as
and
The much trumpeted $400m alliance between Microsoft and the NFL began in 2014 and evolved into the Surface becoming the exclusive computer used on NFL sidelines and a deal enhancing the fan at-home viewing experience on Microsoft’s XBOX One.
The partnership has not been entirely problem free: the early Wilson adds received some criticism for a lack of creative imagination, broadcasters initially often referred to Surface tablets as iPads live on-air (with echoes of the battle between the NFL’s official Bose headphones and Beats’ player ambushes) and there have been some reported in-game Surface technically failures (which have been criticised by coaches).
Yet its Super Bowl spots and its commitment to bringing tomorrow’s technology on to the field and into fan hands today are to be admired.
Links:
Microsoft Hololens
https://www.microsoft.com/microsoft-hololens/en-us
Microsoft YouTube:
https://www.youtube.com/user/Microsoft
Microsoft Facebook:
https://www.facebook.com/Microsoft?_rdr=p
Microsoft Instagram:
https://www.instagram.com/microsoft/
Microsoft Website:
Microsoft Twitter:
Surface and the NFL Website:
www.surface.com/NFL
NFL:
Super Bowl 50:
