The Brisbane Heat & CUA have released a virtual reality application to take its fans behind the scenes.
Sponsorship Buddy's Take:
1) "Can't Buy Experiences" drive sponsorship. This is why companies pay the big bucks - for the behind-the-scenes access. VR is the next frontier beyond the curtain and we will see more and more programs utilizing it in sponsored fashion.
2) CUA, the team's jersey and principle sponsor, is a great fit for a cutting edge new program like this one that's perhaps too risky a proposition for a prospect. The team has created a program in the Heat's Virtual Reality Experience to educate the Gold & Sunshine Coast community at popular locations like malls to help ensure success. Not only will these experiential activations drive app downloads and educate the masses, but they provide an opportunity to drive further exposure of both the Heat and CUA to potentially new parties. Headsets can be obtained for free at 19 CUA locations - a retail traffic driver. Members, or season ticketholders, get them free while non-Members get them for a $5 donation to a charity partner cause in reducing sudden/unexpected baby deaths - everyone wins.
3) Cricket, much like baseball, is a sport with long matches and an older demographic. Through this campaign, it's clear that both the Heat and CUA (a financial services firm) place digital investment front-and-center when it comes to success criteria and strategy moving forward.