For the second year in a row, Sleep Number asked Groove Jones to support them at another Super Bowl. Sleep Number is the NFL’s Official Sleep and Wellness Partner. We created a multiplayer Quarterback Challenge VR game that allows fans to experience firsthand how a good and bad night’s sleep can impact their performance.
Fans of all ages got to step out onto the 50-yard line and compete in the biggest VR Football game ever seen. This was all part of the 10 day NFL Fan Experience event leading up to the big game in Atlanta, Ga.
Thousands of Football Fans Lined Up
Young and old fans lined up to play, but the line moved quickly due to the multiplayer setup. A huge 30-foot video wall displayed a spectator view of the VR experience, so players that cued up to play, had the chance to see how the game was played and to determine their personal strategy.
This year, we utilized HTC Vive Pro headsets, an upgrade in technology from last year’s hardware. This was a big improvement. The Vive Pro has a larger field of view and integrated headphones, which made it easier for fans to get in and out of each session.
The wall mural also displayed the players’ scores after each round as an oversized leaderboard system, which served as a great photo opportunity to capture and share on social media. (Everyone loves to brag when they win!)
Brand ambassadors utilized custom iPad Apps to register every user to play.
Media Press Event
During the fan engagement event, Sleep Number brought in Dak Prescott, the Quarterback of the Dallas Cowboys, for an amazing media day event. Several of the sportscasters lined up to challenge Dak in a friendly game, which turned into a serious competition.
The Sleep Number activation area was stationed on the main walkway within the Fan Experience.
By the Numbers
After ten days (74 hours) of activation, the results have exceeded our expectations.
- Over 5000 leads captured for immediate email retargeting
- Generated a total of 154MM impressions (+54% vs goal)
- Secured 124 high-quality placements, including FOX Sports, USA Today, ESPN SportsCenter, FOX Business, and NFL Network
- Social: Impressions: 21,168,334
- Social: Engagements: 7,039,682
- Sleep Number’s booth at the NFL Experience named one of the “most unique sponsorship activations” at Super Bowl LIII by Chief Marketer.
Award-Winning Production
Event Marketer Experience Design & Technology Awards
Best Combination of Event Technology – Silver
Client: Sleep Number
Campaign: Super Bowl LIII
Preview of the Experience Appeared at CES Two Weeks Prior to the Super Bowl
For those of you who follow our media posts, you might have seen our team at the 2019 CES event in Las Vegas. We also worked with Sleep Number to install the Quarterback Challenge game there. A massive two-story structure with integrated wall video served as an awesome backdrop to the game. The overall design was striking and helped Sleep Number stand out in the crowd at the show.
Celebrity sighting! We were thrilled to see Katie Couric step up and try the game. As you can see by her score, she crushed it.
