ABOUT AROUND

ARound is a first-of-its-kind stadium-level shared augmented reality platform within the Stagwell Marketing Cloud. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound’s massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience.

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Recognizing that smartphones are already part of the modern spectator experience, the Cleveland Cavaliers aimed to transform these devices from potential distractions into essential components of the game action. The objective was to introduce mass gamification and real-time visualizations to the NBA Playoff experience through Stagwell’s ARound, making every fan and brand feel like a bigger part of each magical moment.

Our Approach to Transformation

ARound implemented its cutting-edge augmented reality (AR) platform at Rocket Mortgage FieldHouse, transforming spectators’ smartphones into interactive gameday devices. This technology allowed fans to interact with larger-than-life players and mascots, live game animations, and immersive AR challenges directly linked with other fans and the ongoing action. Additionally, sponsored content was integrated into the AR experiences, enabling brands like Cliffs to engage with fans through captivating and interactive games right on the court.

Our Impact

The implementation of ARound’s AR technology led to a dramatic increase in fan engagement, with spectators actively participating for an average of 14 minutes per game. By making smartphones an integral part of the live event, the Cavaliers enhanced the game-day experience, deepened fan immersion, and created new opportunities for innovative sponsor activations. This strategic use of AR technology enriched the playoff atmosphere, ensuring fans were not just spectators but active participants in the excitement of NBA games.

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

ABOUT CODE AND THEORY

Code and Theory is the only network with a balance of 50% creative and 50% engineers at scale. The technology-first group within Stagwell is built to partner with businesses to navigate the complexity of changing consumer behaviors, emerging technologies and AI.

Frontiers in Focus

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Tipico engaged Code and Theory to lead Bet Like You’re From Ohio, an integrated campaign to capitalize on the moment sports betting would be legalized in Ohio and bring Tipico to market. The agency utilized ChatGPT for persona development and leveraged real-time data to inspire everything it did, including creating hyperlocal messaging that helped Tipico meet 57% of its annual registration target in one month. 

Our Approach to Transformation

To earn the trust of Ohioans, Code and Theory first had to understand Ohio. What became clear fast was that Ohio has a chip on its shoulder. On a good day, Ohio is viewed by the rest of the country as average; on a bad day, as a flyover state that’s the butt of the joke. And as a sporting mecca, the sports industry just views it as a “market.” So when sportsbooks descended on the state with a universal attempt to sanitize sports betting, making it feel like it’s “for everyone,” Code and Theory ensured Tipico took a different approach. 

Faced with an extremely tight turnaround, Code and Theory tapped into AI using ChatGPT for persona development. A process that would often take weeks took their agency less than 48 hours. They created three living AI personas — Jay “The VIP Bettor,” Eric “The Ambitious Amateur,” and Josh “The Social Bettor.” These synthetic humans answered the agency’ questions, and the team leveraged this real-time data to better inform everything it did. 

The AI personas continued to mature thanks to app and website data. The outputs proved so effective in producing what Code and Theory calls “4th party data” (1st and 3rd party data + AI = 4th party data) that the agency has implemented this system for all of its work ever since. 

Our Impact

Code and Theory’s work drove 40,000+ registrations in one month (accounting for 57% of the annual 2023 target registrations goal) and 32% share of voice in Ohio for Tipico. The work has been well received, picking up awards for Best in Digital Industries – AI at the Drum Awards and a Gold in Marketing at W3. 

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

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How Spike Lee Helped Make Air Jordan One of the Coolest Sneaker Brands on Earth

The one and only Spike Lee talked about his relationship with Nike and Michael Jordan, what Denzel Washington taught him about creativity, and his biggest regret as an investor. (Hint: It involves Crocs.) Watch the clip.

Maria Sharapova on Her ‘Crazy Journey’ to Tennis and Business Success

Tennis legend Maria Sharapova spoke about what she’s learned from investing in Moncler, her relationship with fans, and her advice to athletes: “equity is ownership.” Watch the clip. 

Carmelo Anthony Will Never Play Pickleball (But He Would Invest)

Future Hall of Famer Carmelo Anthony broke down how he chooses business opportunities, the importance of travel, and how went from a wine novice to launching his own wine brand. Watch the clip. 

Alan Shearer on How Lionel Messi Could Transform Major League Soccer

Soccer star Alan Shearer talked about how money has changed the Premier League, his experience at the World Cup in Qatar, and how social media has changed being an athlete. Watch the clip. 

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LA Rams on Stadium-Sized Augmented Reality Experimentation

Los Angeles Rams Chief Commercial Officer Jennifer Prince

The Rams made history this Christmas with the world’s largest augmented reality snowball fight, presented in SoFi Stadium during the Rams-Raiders game. For the Rams, it’s all about innovation on an off the field – and how brand and technology partners can reinforce their exploration of new consumer experiences. Hear from Rams Chief Commercial Officer Jennifer Prince about how the team fuels its larger-than-life fan experiences. 

Minnesota Twins on Moving Baseball into the 21st Century 

Minnesota Twins Sr. Director, Brand Experience and Innovation, Chris Iles 

A baseball team with an innovation accelerator? Yep. The Minnesota Twins want to bring always-on experimentation to the stadium, to help bring baseball into the 21st century. Hear from Chris Iles on the Twins’ mission to be the most innovative team in sport – and their experiments in AR, embodied audio, and spatial computing. 

Samsung SVP and GM Harry Patz 

The Infinity Screen in SoFi Stadium is a behemoth 70,000 sq. foot digital display powered by Samsung – and just one of an array of dazzling digital out-of-home experiences Samsung helps support across sporting properties. Hear from Samsung’s Harry Patz about how advancements in screens are re-shaping in-stadium entertainment. 

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TECH RISING = DATA RISING

While the tech at CES is dazzling in its own right, the data it unlocks for brands is the true thought-provoker as we leave Vegas. Every tech advancement is generating fresh ways to capture first-party data from consumers. It’s on marketers to scope these technologies with a healthy mix of skepticism about privacy implications and eagerness about the ability to (more) seamlessly connect consumers to brands.  

Watch this Space: Pinterest announced a new data clean room collaboration with LiveRamp and Albertsons as the latter seeks to build a retail media network. 

Get Smart on Impact: Do Consumers Understand the Bargain of Digital Data?

THE THREE C’S

Whether it was ever-more integrated home devices, new content partnerships, or gifting modern travelers with free wifi, the power of truly connected brands to drive performance is clear. In the year ahead, marketers need to prioritize linking content, commerce, and community in order to effectively serve consumers and boost brand efforts. Tech companies learned “built it and they will come” is a bad way to engage consumers; marketers, too, need to focus on delivering the content consumers want, when they want it, and engage digital and IRl communities to power better experiences.

Watch this Space: Delta announces Delta Sync, a new chapter of connected travel.

Get Smart on Impact: How Warner Music Group is Preparing for Connected Consumers in 2023

TECH IS ABOUT TO HAVE A POLITICAL YEAR

TECH IS ABOUT TO HAVE A POLITICAL YEAR  – The subtext on the convention floor this year was that tech is about to face increased scrutiny and possibly even regulatory action from governments around the world in the year ahead amid growing concerns that products and services are veering us closer to “1984” than 2023. Expect the industry’s practices around data privacy, competition, and content moderation to come under close examination and consider the reputational risks of marketing certain products or services if they are perceived as “bad tech.”  

Watch this Space: How TikTok Became a Diplomatic Crisis

Get Smart on Impact: Mark Penn in Forbes on Twitter, TikTok, and the Year Ahead  

🤖 Category Transformations

Check out the announcements from the past week we predict will drive the biggest vertical transformations in the year ahead. 

• Automotive: Sony and Honda Afeela – a collaboration with Qualcomm that illustrates the future of in-car entertainment. 
• Travel & Hospitality: Richtech Robotic’s ADAM is a boba-making robot that delighted attendees; Richtech’s robots are already deployed across restaurants and hotels.   
• Media & Entertainment: TikTok and Vevo launch a new weekly show curating music videos from the top-trending songs on TikTok
• Luxury and Fashion: Paula Abdul’s IdolEyes Fashion Audio Glasses protect the eyes, let users take calls, and use the best in modern sonic tech to enhance music and content. 
• Healthcare: Vivoo showcased its at-home urine test kit/app using machine learning to analyze test strips and serve up ‘wellness’ insights to users. 

Live from the Stagwell Content Studio @ CES 2023

Stagwell’s Content Studio returned at CES, delivering behind-the-scenes interviews with C-Suite execs at the world’s most ambitious brands on the trends and transformations they’re tracking at CES.

In this episode, Qualcomm CMO Don McGuire and Stagwell Chairman and CEO Mark Penn share why artificial intelligence and augmented reality are the two trends to bet on in 2023.

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

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ADS HERE, DATA EVERYWHERE

GENERATIVE A.I. IS THE DARLING OF THE SHOW 

EXITING OUR “TECH AS ENTERTAINMENT” ERA

🤖 Category Transformations

We’re watching these sessions for vertical-transforming announcements at CES. Check back with us in a week for our POVs on their news:

• Automotive: Connected Mobility and the New Automotive Customer Experience
• Travel & Hospitality: Top Trends in Travel
• Media & Entertainment: Advertising’s New Normal: Unifying Streaming, Retail, and Identity in 2023
• Retail: AR and VR Go Shopping
• Healthcare: Data in the Age of Public Health Emergencies 

Coming Soon: CES Content Studio

As thousands descend on Las Vegas for CES, Stagwell’s Content Studio returns to deliver behind-the-scenes interviews with business leaders across electronics, food and drink, luxury goods, media, sports, tourism and more. Hear from them on the trends and transformations they’re tracking at CES. Follow our LinkedIn and YouTube to keep up with the series as it publishes during CES.

 Reach out at ces2023@stagwellglobal.com if you are an executive that would like an interview.

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from The Harris Poll, a Stagwell agency.

Among the highlights of wave 140 (fielded Oct. 28-Oct. 30) in our weekly consumer sentiment tracking:

ECONOMY, INFLATION WORRIES MODERATE; JOB WORRIES JUMP:

Today, 86% of Americans are concerned about the economy, inflation and jobs – down 3 points from last week. At the same time, worries about losing a job jumped significantly.

• • 83% worry about a potential U.S. recession (down 2 points)
  • 82% about U.S. crime rates (no change)
  • 74% about political divisiveness (down 1 point)
  • 72% about the War on Ukraine (down 2 points)
  • 72% about affording their living expenses (no change)
  • 62% about a new COVID-19 variant (up 1 point)
  • 54% about losing their jobs (up 7 points)
  • 48% about the Monkeypox outbreak (up 4 points)

INFLATION AT THE NORTH POLE:

Eight in 10 (84%) Americans plan to buy gifts for others this holiday season, and they have set their 2022 gift-giving budget at $823, according to our survey with NerdWallet.

• • Close to a third (31%) of last year’s holiday shoppers are still in debt after using a credit card to pay for gifts they still haven’t paid off.
  • 72% of this year’s holiday shoppers will use credit cards, charging $663 on average.
  • Inflation is affecting how some shoppers approach gift-giving this year: 83% plan to adjust as a result of inflation, including giving different types of gifts compared to years past (36%) and spending less per person compared to years past (35%).
  • 43% say they feel pressure to spend more money on holiday gifts than they’re comfortable spending.
  • 68% plan to shop Black Friday/Cyber Monday sales this year.
  • 50% say they’ll spend the most on gifts while shopping these sales.
  • Still, 30% plan to use Black Friday/Cyber Monday sales to buy necessities for their home or family.
  • 67% say they will do their holiday shopping online instead of in-store this year.

OPEN ENROLLMENT BELT-TIGHTENING:

It’s healthcare open-enrollment season, and many workers are considering downgrading their health insurance because of high inflation, according to our survey with the Nationwide Retirement Institute.

• • 17% of respondents in the last 12 months adjusted their family’s budget to pay for health care expenses.
  • 12% canceled or changed health insurance.
  • 10% withdrew funds from their retirement account to pay for health care expenses.
  • 8% downgraded their health insurance plan.
  • 14% of Americans say they are considering downgrading their health insurance plan during this year’s open enrollment – rising to 23% for Gen Z and 20% for Millennials.
  • Americans also are experiencing high levels of stress around retirement and retirement planning because of inflation: 47% report their top stressor is inflation, 30% worry about Social Security running out of funds, and 29% are concerned about an unexpected decline in their health.

EMPLOYEES’ ADVICE TO HR: LESS IS MORE:

When it comes to HR tech platforms to improve the work experience, less is more, according to our survey with HR Brew.

• • On average, employees report using 3.4 HR platforms and 8.1 total HR and productivity tools in general.
  • 69% of employees with one HR platform said they felt confident they could find the information they need.
  • Confidence plummeted to 49% among those whose company has more than one HR platform.
  • In today’s economic climate, employees have an appetite for financial planning solutions (80% favorability among Millennials and 72% among Gen X) and the lowest need for new social networking tools.

INTEREST IN WOMEN’S SPORTS CLIMBING:

The popularity of women’s sports has grown by leaps and bounds – and consumers want to see the trend continue, according to Stagwell’s National Research Group’s new report, Leveling the Playing Field.

• • In the U.S., 3 in 10 sports fans say they’re watching more women’s sports now than they were five years ago.
  • The broadcast market for women’s sports grew significantly worldwide this year, thanks in part to successful events like the UEFA European Women’s Championship and ICC Women’s Cricket World Cup.
  • Even in the U.S., which didn’t compete in those tournaments, the market grew by 29% compared with 2021.
  • 85% of fans – including 79% of men – think that it’s important for women’s sports to continue to grow in popularity.
  • The Olympics proved there’s growing demand for women’s sports. During the Tokyo Games, in half of the 10 most widely viewed sports, viewership for women’s events was higher than men’s.

ICYMI:

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• • Frustrated Women and Hopeful Men: The Gender Gap in Americans’ Moods
  • The mental health crisis of working moms
  • Sports, Movies, Celebrities and Beyond: New Report From Stagwell’s (STGW) National Research Group Shows ‘Brands’ Fuel the Fan Ecosystem

As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.