Chipotle debuts new ad using mixed reality tech during NHL playoff game – Sports Business Journal

Chipotle debuted a “new kind of ad” last week, using mixed reality technology to “spring an unexpected surprise on viewers” of an Avalanche-Blues Stanley Cup playoff game, according to Jon Springer of AD AGE. The stunt, which “made it appear a gigantic hand broke through the ice to grab a burrito bowl, merged live programming with a commercial break.” The Famous Group Exec VP Andrew Isaacson said, “We took 30 seconds of ad inventory and combined that with 15 seconds of programming time to make this work.” Isaacson: “Viewers think that they’re coming back to programming when in reality they’re still in a commercial break and that rolls over into the programming — and the audience is tricked into thinking that they’re back at the game.” The spot “aired between the second and third periods” of the May 19 quarterfinal game on TNT. It “used the same camera angles and background noise that an actual hockey broadcast would show” following an intermission commercial break. Chipotle CMO Chris Brandt described the ad’s reception as “well beyond the brand’s expectations.” The Chipotle ad represents the first time The Famous Group “built a production around a brand and not a sports mascot.” The company notably made an animation shown to fans attending NFL Panthers games last year that “showed a giant Panther mascot climbing on the goalposts and scoreboard” of Bank of America Stadium (ADAGE.com, 5/24).
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