The Super Bowl, with its estimated 208+ million worldwide viewers, is just around the corner. As the biggest annual sporting event in the US, fans tune in not only to watch the game, but also the halftime show and commercials. Known for being some of the costliest and highly anticipated advertisements of the year, brands are using increasingly creative methods to connect with fans.

Last year, captivated audiences (so much so the app crashed) with its innovative QR code advert and Pepsi impressed with its AR halftime experience. As we look ahead to this year’s game, expectations are high for more impressive marketing efforts from brands using the second screen to create an immersive experience. With the current AI boom, we anticipate a brand to take advantage of this trend and use the likes of ChatGPT to provide even more personalized and interactive experiences than before. 

The rollout of 5G networks and the release of new 5G devices has seen significant growth over the past year, so it's possible that we'll see a brand leverage this technology to deliver high-quality video content and immersive experiences to fans in real-time. While Crypto, which was popular before, is expected to cool off this year and brands may play it safer than previously as they navigate through tough economic conditions.

As we wait for the main event to discover what brands have planned for this year, let's review some previous years' uses of immersive technology.

Virtual Reality Super Bowl

FOX set the immersive ball rolling way back in 2017, when it to broadcast highlight packages in VR for the first time ever. From a virtual NFL-themed living room, users could watch four of the most important plays per quarter, as well as prepared highlights for pre and post game. Viewers had six camera angles to pick from to watch the clips, uploaded soon after the play actually happened. True fans of the sport were unlikely to trade their real-time Super Bowl experience for a virtual one, but it proved to be an interesting way for fans to experience important plays from new immersive angles. 

Inside the virtual “living room” where fans can watch Super Bowl clips in virtual reality. Photo via FOX.

StubHub uses AR to address genuine customer issue 

In 2018, StubHub enhanced the Super Bowl ticket-buying experience by adding an . This allowed ticket buyers to preview the U.S. Bank Stadium, parking garages, and concession stands in a virtual 3D model, helping them make an informed purchase and avoid subpar seats. This solution addressed a genuine customer issue and was more than just a tech showcase, according to StubHub CTO Matt Swann. The AR feature also provided peace of mind for out-of-town buyers, making it easier for them to compare and choose the best seats for the event.

Verizon 5G Stadium in Fortnite

In 2021, a year when large gatherings were limited and finding ways to bring people together safely was more important than ever, the sports industry was hit with one of its biggest challenges to date. In stepped Verizon and built a virtual version of the . Featuring exclusive mini-games created by NFL players, virtual meet and greets, hidden in-game surprises and more, the stadium featured a 50-person lobby, which allowed participants to interact and engage with NFL players. Verizon recorded an incredible 40 million players in the Verizon 5G Stadium throughout the week leading up to Super Bowl LV, in addition to record-breaking engagement around Verizon’s social channels.

Pepsi’s Super Bowl Halftime Show Ultra Pass

Pepsi has been a long-time sponsor of the Super Bowl’s iconic halftime show, 10 years in fact, so in 2022 they embarked on the mission to make it the most immersive one yet. Partnering with Verizon, they launched the, an augmented reality experience that placed fans right there on the field watching the music unfold. The experience earned 3 billion impressions through 500,000 fans and earned the #3 spot on the Apple app store during the event.