QB Challenge VR Game On High School Tour To Push AFI’s Sponsorship Of Two All-American Bowl Games

A virtual reality game, called ‘Quarterback Challenge’, is touring US high schools to promote American Family Insurance (AFI)’s sponsorship of two All-American bowl games – the Under Armour All-America game and the US Army All-American Bowl.

The bowl game sponsorship focuses on promoting and supporting outstanding players at the high school level and some of the best current NFL talent (eg Jameis Winston, Odell Beckham Jr and Julio Jones) has suited up in these games.

The game has been developed in harness with digital content specialists Groove Jones and is a VR football that promotes the two games.

Touring high schools across the country, the Quarterback Challenge tests high school players’ arm strength and accuracy on a virtual stage.

The game comes in two separate versions: one for each of the separate games and each is branded for Under Armour and the US Army.

Players compete to see who can throw the most balls through moving targets hovering above a virtual American Football field.

This virtual reality competitive gaming experience is being deployed in schools and at the Friday Night Light’s activations through the football season by AFI to get students excited about and involved in the games.

It works in parallel with other All-American game related marketing strands such as a #DreamFearlessly social media led consumer vote.

Congratulations to the winners of the #dreamfearlessly Fan Vote: Dante Stills and Tevailance Hunt!
Dante and Tevailance have earned the final two spots in the 2018 @UAFootball All-America Game. pic.twitter.com/TdlREWGktm

— American Family Insurance (@amfam) November 21, 2017

It’s your last chance to cast your #DreamFearlessly Fan Vote – make it count! https://t.co/EorPWmLXb4 pic.twitter.com/XFTuh8QsiT

— American Family Insurance (@amfam) November 10, 2017

The Under Armour All-America Game (http://uafootball.us/) itself gives talented young US athletes an opportunity to play on a bigger stage and in order to be considered and get to the elite All America team level, high school players need to initially be selected by the ‘Under Armour Next’ program and then selected again for ‘Future 50’.

This selection tour tour travels across the USA giving the top 100 players in the country a chance to compete with the best coaches, players and gear out there.

The 2018 All-America Game takes place in Orlando Florida on 4 January, while the US Army All-American Bowl will be held on 6 January.

1-4-18

It's official! The 2018 Under Armour All-America Game will take place on January 4, 2018 at Camping World Stadium! #UAALLAMERICA pic.twitter.com/w9OUt23P7e

— All-America Game (@AllAmericaGame) August 23, 2017

Comment:

From the NBA’s ‘Basketball Anywhere’ game (see case study), to Coca-Cola signing up EA Sports’ FIFA 18 virtual player Alex Hunter (see case study), both rights-holders and sponsors are, unsurprisingly, seeking to engage with younger demographic segments though gaming initiatives.

And new technologies like virtual reality offer a leading edge connection point.

But, while AFI is a family focused brand and this initiative is just one strand of an integrated and aspirational participatory programme right across the USA, the US ‘bowl game’ space lacks an element of nationwide unified coherence and how it dovetails with the insurance industry is less clear.

Of course, there is a direct and clear synergy between American football and the insurance industry, but perhaps not one that revolves around positive, apsirational themes that might appeal effectively to the younger generation.

AFI applies this strategic sponsorship approach to youth engagement through other sports across the USA – including its soccer focused American Family Dream Tryouts,

Do you dream of being a professional soccer player? Here’s your chance! See if you qualify for the American Family Dream Tryouts with @ATLUTD today. https://t.co/8TMtdDPZyY #DreamFearlessly pic.twitter.com/ZBb6m5NZiK

— American Family Insurance (@amfam) November 28, 2017

and its family-focused, sports-led #DreamFearlessly work which includes golf

and other entartinment silos such as music.

Links:

Under Armour All-America Game

http://uafootball.us/

https://www.instagram.com/allamericagame/

https://twitter.com/AllAmericaGame

https://www.facebook.com/AllAmericaGame/

Under Armour

http://www.ua.com

http://www.underarmour.com

http://www.facebook.com/underarmour

http://youtube.com/UnderArmour

https://twitter.com/UnderArmour