Working with AT&T, Onxite, and Primetime, we set out to change how fans of the Mexican national soccer team experience matches. Here’s the story behind this cool project.
Partnering with AT&T, our goal was straightforward: create an interactive, AI-powered experience for fans to generate personalized chants to create a genuine connection between the brand and the passionate fans of the Mexican national team.
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We brought the Porra AI platform to life, letting fans use touch screens to craft their own unique chants with a little AI magic. Each chant was recorded, emailed to participants, and showcased on a microsite for everyone to enjoy. This wasn’t just a fun way to cheer on the team; it was also a showcase of AT&T’s knack for blending cutting-edge tech with real-world experiences.
Making Things Happen
Design and Conceptualization
Our vision for Porra AI started with creating a visual identity that blended AT&T’s style with the vibrant energy of the Mexican national team. We designed a dynamic logo and theme that captured the excitement of soccer and tech innovation. Eye-catching graphics set the stage for the experiences fans would have at the stand.
Technical Development
Our tech team built an interactive microsite, the digital hub of Porra AI. This platform not only hosted the fan-created chants but also facilitated social interactions through features such as likes and comments. At the stands, easy-to-use touch screens, developed in collaboration with Samsung, made creating personalized chants straightforward and engaging, showcasing how hardware can enhance digital experiences in real-time. These devices were designed to be highly versatile, easily integrating with both the web app and mobile interfaces to ensure a seamless user experience on various devices, including televisions.
The web app itself was powered by advanced AI, developed through a strategic partnership with OpenAI. This collaboration enabled the integration of a sophisticated AI that could generate personalized prompts and animate responses based on user inputs, adding a layer of dynamic interactivity to the experience. The app's backend, hosted on AWS, was optimized for high performance and scalability, ensuring it could effectively handle the high influx of user interactions during live events.
Furthermore, the app included innovative features such as real-time customization of chants using AI, and the ability to generate personalized QR codes. These QR codes allowed fans to retrieve their chants and share them on social media, thereby extending the interaction beyond the physical event and into the digital realm. The integration of these technologies not only enhanced the user experience but also demonstrated AT&T's commitment to leveraging cutting-edge technology to forge a deeper connection with soccer fans.
Impact and Results
Porra AI was a hit, attracting tons of fans to the AT&T stands and deepening the emotional connection between AT&T and soccer enthusiasts. This mix of technology and creativity created a unique, memorable experience that really resonated with the audience. Our collaboration with AT&T showed how technology and creativity can transform fan engagement. This project set a new standard for brand activations, demonstrating how a well-crafted experience can build engagement and loyalty.
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