Dive Brief:
- T-Mobile and Major League Baseball have been leveraging AR and drones to supplement the All-Star experience at the T-Mobile Park in Seattle, starting this past weekend and continuing through the All-Star game on July 11, according to a release.
- The mobile carrier will provide 5G access so attendees can use the MLB Next app for 3D visuals over the field like ball distance, launch angle and an interactive strike zone. The carrier’s tech will also support the test of an automated ball-strike system allowing calls to be challenged in real time with decisions relayed immediately.
- In what’s being reported as a first for MLB, a drone camera over the field will transmit live video over 5G to the T-Mobile 5G BP show on MLB.com, Facebook, Twitter and MLB.TV. The content will include views of players warming up and action from the mound.
Dive Insight:
In the lead up to the All-Star Game on July 11, T-Mobile has been showcasing the latest in 5G technology and how it can be leveraged to enhance the gameday experience. While 5G was introduced in 2016, carriers and mobile marketers continue to seek out the best use cases that will provide value for consumers and drive excitement. Major live sporting events like the All-Star game — which hit 14-year-high attendance numbers in 2022 — continue to be a big draw for marketers trying to engage a wide audience of enthusiasts.
In addition to providing 3D overlays via the MLB Next app, T-Mobile has partnered with Mixhalo so users of the app can access low-latency audio of the live ESPN and Fox broadcasts, using 5G to overcome the typical delay experienced while listening.
T-Mobile, in its 10th year as a MLB sponsor, will also reportedly run a 30-second television commercial highlighting how it has impacted the game of baseball and a 15-second in-game integration with Ken Griffey Jr.
Given the festivities are taking place in T-Mobile’s backyard, the brand will also feature several local activations for fans visiting Seattle. Among them is a Bat Flip Cage at Capital One Play Ball Park, where fans can show off their best bat flip while 360-degree cameras capture the moment for a customized GIF and a station where fans can customize an 18-inch bat. All T-Mobile customers who attend the game will also have access to the T-Mobile ‘Pen in the outfield where they can watch the game’s action and receive giveaways.