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Industry Innovators 2022: Verizon

The wireless company deployed a consumer marketing strategy that heralded the advantages of 5G technology.

Last summer, Verizon debuted a 5G-powered audio experience that brought the sound from the soundboard to festivalgoers’ devices and to headphones that were issued on the branded viewing decks.
Last summer, Verizon debuted a 5G-powered audio experience that brought the sound from the soundboard to festivalgoers’ devices and to headphones that were issued on the branded viewing decks.
Photo: Courtesy of Verizon

"Industry Innovators 2022: 10 Brands Shaping the Future of Event Marketing" is sponsored by Hubilo, a leading virtual and hybrid event platform built to drive engagement, with clients including Deloitte, Coca-Cola, Amazon Web Services and more.

The Basics: Over the last year, the wireless network operator remained focused on demonstrating the power of 5G technology, expanding its partnerships and sponsorship deals to reach even more consumers. At the beginning of 2021, the brand teamed up with online video game "Fortnite" to create a virtual football stadium within the game that featured NFL players competing against professional gamers. For the NFL season, the company also created 5G Multi-View within select teams' mobile apps, which allows fans with select 5G devices to watch the game from different camera angles while in the stadium.

At the beginning of 2021, Verizon teamed up with online video game 'Fortnite' to create a virtual football stadium within the game that featured NFL players competing against professional gamers. The company also created a 5G SuperStadium within the NFL mobile app that allowed iPhone 12 users to watch the game from different camera angles.At the beginning of 2021, Verizon teamed up with online video game "Fortnite" to create a virtual football stadium within the game that featured NFL players competing against professional gamers. The company also created a 5G SuperStadium within the NFL mobile app that allowed iPhone 12 users to watch the game from different camera angles.Photo: Courtesy of VerizonFestival Sponsorships: In 2021, at the BottleRock Napa Valley, Sea.Hear.Now and Governors Ball music festivals, Verizon set up an Express Shop, powered by 5G, that enabled festivalgoers to grab cold drinks and festival merchandise and skip the checkout line. Attendees swiped their credit cards to enter; cameras powered by 5G Ultra Wideband and multiaccess edge computing tracked the guest’s “shopping cart,” charging them accordingly after leaving the store.

Verizon also debuted a 5G-powered audio experience that brought the sound from the soundboard to festivalgoers’ devices and to headphones that were issued on the branded viewing decks. During Sea.Hear.Now and GovBall, fans were able to tap into the soundboards and experience “front-row sound” from various stages at the festival from the comfort of the shaded viewing decks.

At music festivals, Verizon set up an Express Shop, powered by 5G, that enabled festivalgoers to grab cold drinks and festival merchandise and skip the checkout line.At music festivals, Verizon set up an Express Shop, powered by 5G, that enabled festivalgoers to grab cold drinks and festival merchandise and skip the checkout line.Photo: Courtesy of VerizonStandout Partnerships: In September, Verizon partnered with Apartment Therapy to launch “Makeover Madness,” an interactive experience dedicated to helping viewers transform their spaces. The TikTok-hosted event consisted of editor- and expert-led content including how-tos, hacks and tips, as well as real-life home transformations. The partnership allowed the brand to showcase how 5G can make spaces smarter by enhancing connectivity.

During CES 2021, the Metropolitan Museum of Art and Verizon launched “The Met Unframed,” an immersive virtual art and gaming experience, powered by Verizon 5G Ultra Wideband. It featured more than a dozen digitally rendered galleries and nearly 50 works of art from across The Met's vast collection. Online visitors were able to explore the digital galleries and play games that unlocked augmented-reality versions of the art that could then be displayed virtually in their homes.

What’s Next: Earlier this month, both Verizon and AT&T agreed to delay their deployment of their 5G plans for two weeks, giving in to the demands of federal aviation regulators who had raised concerns that the signals could create an airline safety hazard.

Verizon Up members are granted access to fast lanes at festival merch booths and check-in.Verizon Up members are granted access to fast lanes at festival merch booths and check-in.Photo: Courtesy of Verizon