FC Dallas “Get In The Game” XR Avatar 360 3D Volumetric Scanner Fan Experience
FC Dallas brought on Groove Jones to help them kick off the season with a new fan experience. Soccer fans of all ages got the chance to step inside our XR Avatar Scanner.
They were then scanned and transported onto the pitch at Toyota Stadium, where they got to make the game-winning goal! Check out the video below to see another guest’s scan integrated into the gameplay action.
The event is a once-in-a-lifetime experience where scanned fans receive a personalized FC Dallas video to share on their favorite social media channels.
Once you are scanned, your digital double “avatar” is composited into a video where you are the star. In the “Get In The Game” experience, you join three FC Dallas players – Paxton Pomykal, Jesus Ferreira, and Paul Arriola on the pitch at Toyota Stadium.
People were amazed when they clicked the link to watch their video. We created an exciting game cinematic starring the FC players and the fan. Together they run down the pitch, passing the ball to each other, for a dramatic game-winning play, where the fan makes the winning score.
Fans get to see themselves in a video that is impossible to recreate in real life. This is something that can only be dreamed up in a Hollywood movie.
The “Get In The Game” fan experience was open to everyone who attended the FC Dallas and Colorado Rapids match.
The Event
The event was held in the Gallagher Club at Toyota Stadium in Frisco, Texas, adjacent to the National Soccer Hall of Fame. Inside the Gallagher Club, fans lined up to get scanned. Within minutes, they received their custom video.
Set up was simple – after scanning the QRCode at the queue entrance, they register and get in line.
Once they were in our system, a brand ambassador captured their unique code and then ushered them into the scanner.
After a 5 second countdown, they are scanned in the blink of an eye.
A forward-facing camera display allows everyone to show off their game face before they are scanned.
After getting scanned, fans often pause to get their photo taken inside the booth.
“The scanner system delivered more than what we were expecting,” says Jerome Elenez, Vice President of Marketing of FC Dallas. “Over 2 nights we had hundreds of fans participate in a truly unique, once-in-a-lifetime fan experience. Everyone walked away with a great memorable moment that they could then share with thousands of other FC Dallas fans. Creating a real FOMO moment.”
Over the 4 hour event, we scanned hundreds of fans of all sizes. Our system’s AI could determine any body shape and automatically add a skeleton rig and animation into their 3D file.
Behind The Scenes: Making the Experience
Since the experience included actual FC Dallas players, we went onsite to Toyota Stadium to capture the players on the pitch where they play. Instead of motion capturing the players on a stage, we shot reference videos for our animation team to recreate. This allowed us to move quickly and work around their schedules.
We also used a drone to capture the stadium using photogrammetry, which was then applied to the model used in the video production. Once we captured what we needed on site, the players joined us at our studio in downtown Dallas, where our volumetric capture camera system is set up for update and R&D.
The XR Avatar Scanner is powered by 50 4K cameras that capture HDR (high dynamic range – for color and depth) using multiple focal lengths. Instantly capturing both the geometry and texture of the person standing inside. Learn more about the scanner here – https://www.groovejones.com/scanme
Within seconds we captured them and effortlessly brought them into our production pipeline.
Below you can see the incredible detail of the model data.
We also included the amazing voice of FC Dallas and the Dallas Mavs, Mark Followill, who provided the play-by-play call in the video!
Before the event, the FC Dallas marketing team created banners and outbound emails sent to season ticket holders. They held a special VIP event the night before so these fans could beat the lines before the game.
During the game, the marketing team used LED signs and videos in the stadium to drive awareness and attention to the event in the National Hall of Fame.
The event wrapped up an excellent game, where FC Dallas beat the Colorado Rapids 3-1.
“I’ve worked with the Groove Jones team before,” says Jerome Elenez. “They continue to push the creative and technical envelope regarding fan engagement. They are a real partner!”
About FC Dallas
FC Dallas is an American professional soccer club based in the Dallas–Fort Worth metroplex. The club competes as a Western Conference Major League Soccer (MLS) member.
Learn more about FC Dallas – https://www.fcdallas.com/
About the National Soccer Hall of Fame
The NSHOF Experience is a 19,350-square foot segment of the NSHOF that honors the past while fully incorporating modern technology of the present and future, including virtual reality, gesture technology, and interactive digital video boards throughout to celebrate the players, veterans, and builders of American soccer that have elevated the sport to where it is today. It features interactive exhibits and iconic soccer memorabilia and serves as the home for Hall of Fame induction ceremonies annually.
Learn more about the National Soccer Hall of Fame – https://www.nationalsoccerhof.com/connect/about.html
Award Winning Production
2023 Shorty Awards – AUDIENCE HONOR
Category: Artificial Intelligence
2023 Shorty Awards – SILVER HONOR
Category: Artificial Intelligence
2023 Vega Digital Awards – PLATINUM
Category: Social Media (Single) – Sports
2023 Communicator Awards – AWARD OF EXCELLENCE
Category: Immersive Brand Experience
2022 Summit Creative Awards – SILVER
Category: Engagement/Experiential
