Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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"At home, there's a clear course with social media and a huge number of ways to enhance the ability for fans to feel part of the action." AT-HOME ENJOYMENT Not every fan can get to the ground, but technology can still help augment their experience. "At home, there's a clear course with social media and a huge number of ways to enhance the ability for fans to feel part of the ac- tion," says Seymour-Hyde. For this audience, social media is less important than virtual real- ity. According to Seymour-Hyde, "VR has become an essential line item." It gives at-home fans an immersive, behind-the-scenes experience that takes them anywhere in the stadium. More than that, Seymour-Hyde says, "Live-streaming, watching the match via VR, can create the ability for someone thousands of miles away to feel like they're in the stands watch- ing the game live." MAKING TECHNOLOGY WORK FOR BRANDS Brands can get in on the ac- tion, but to be effective they have to do more than just add a hashtag. "Where you see great brand involve- ment is when they find a role to play which is authentic to what they do and what they are about, that uses technology to add value to the fan ex- perience and make that better," says Seymour-Hyde. "Technology is supposed to make our lives better and easier. When brands find that role and support it, whether through investment or pro- motion, then that's a really powerful and effective place to play." AWE 2017 223

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