OBJECTIVES

The Cleveland Cavaliers and Budweiser teamed up to create a Budweiser-branded cardboard Virtual Reality headset to take fans behind-the-scenes with some exclusive Cavs content. The Cavs are recognized for their compelling advertising methods and for continuously looking for innovative ways to bring the fans closer to the team they love. Budweiser was committed to bringing something new to the table and challenged the Cavs to bring unique content by utilizing innovative technology. Both companies agreed Virtual Reality was an ideal approach to reach a wide audience and resonate with millennials in an authentic way. The Cavs created several videos that allowed the viewers to enjoy a fully immersive, 360-degree view without any boundaries –  and also doubles as a handy, souvenir beer holder!

PROGRAM DESCRIPTION

The Cavs had Virtual Reality on their radar for quite some time and with a cutting-edge partner like Budweiser and the NBA playoffs around the corner, it felt like the perfect opportunity to put the plan in action. They are the first NBA team to successfully integrate the VR content into their official app, which enables them to analyze the results and push the content at the right time. In the app, fans had access to four videos that take them on an exclusive behind-the-scenes tour of the locker room, practice facility, and a court side view of the National Anthem and player introductions.

During Game 2 of the Cavs’ series against the Hawks, approximately 750 lucky fans were given the promotional headsets, where they were able to insert their phone inside and have full peripheral views, stimulating a real-life experience. However, no fans were left out. Everyone could view the VR experiential content by simply logging into the app and watching it as a 360-degree video on their phone screens.

PARTNERSHIP

With the support from Budweiser, the Cavaliers were able to get a head start in the emerging VR space, being one of the only NBA teams in the league to offer exclusive VR content. This is just the first activation of many that we can expect to see considering the recent multi-year agreement that was just signed between the two companies.

RESULTS

The Cavs and Budweiser collaboration was a major success. It generated a significant amount of press from well-known sites and publications. Fans were blown away at the innovative activation and raved about the game-enhancing experience. Having the Virtual Reality integrated within the app increased traffic to both the application and all social media accounts.

LOOKING AHEAD

Virtual Reality is growing rapidly in popularity and after witnessing the success and positive feedback the Cav’s received, many teams are adopting the practice. It allows fans to be completely engaged and feel as close to being on the team as possible. The Cavs and Budweiser definitely see more VR content and unique fan engaging promotions in the near future and the fans are anxiously waiting for it.

CONTACT

For more information, contact:

Michael Conley, Vice President, Digital, Cleveland Cavaliers 
MConley@cavs.com

ABOUT THE NATIONAL SPORTS FORUM

The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2017 NSF Conference and Trade Show will be held on February 12 – 14, 2017 in Minneapolis-St.Paul, MN. Visit www.sports-forum.com.

THE NSF SALUTES
OUR PARTNER

Budweiser is back for their 14th year with the NSF as they are the Official Sponsor of the “Budweiser Gala” that will take place on the evening of Tuesday, February 14, 2017. Anheuser-Busch, Inc., a diversified corporation, is the world’s largest brewer with 12 domestic breweries and distribution in more than 80 countries.

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