Creating a Unique Fan Experience

The primary goal of this project was to harness the power of AI to produce individualized hype videos for fans attending the NBA and WNBA All-Star games. By leveraging a comprehensive quiz that collected insights about their personalities and enthusiasm for the game, participants were set to enjoy a uniquely tailored experience. Upon entering a specially designed booth, fans scanned their personalized QR codes, which triggered the activation process. Instantly recognized by name, they were presented with an AI-generated animated background that adaptively responded to their movements. Engaging text prompts encouraged fans to strike iconic poses, complete with dramatic special effects like lightning, designed to simulate the exhilarating atmosphere of March Madness.

The Power of AI Technology

AI was central to enhancing the fan experience. Using the advanced Stable Diffusion XL Turbo, the team could generate high-quality visuals at an impressive rate of 27 frames per second—an industry benchmark for real-time image rendering. Fans were treated to a dazzling array of unique backgrounds and effects tailored specifically to their individual responses from the quiz, adding to the overall excitement of the moment. Patrick emphasized that the AI integration was not merely a flashy gimmick. Through diligent design and customization capabilities, the creative team ensured that fans remained engaged. The project featured around 7,500 pre-set combinations, guaranteeing that each video remained distinct and captivating.

Behind the Scenes: Innovative Technology Stack

The technology stack powering this activation was nothing short of remarkable. Utilized Blackmagic capture hardware streamed live video into NVIDIA RTX graphics cards, leveraging CUDA for seamless processing. The final composite output, which combined fan-generated footage with AI visuals and motion graphics, was crafted in TouchDesigner—a powerful tool for real-time video production.

Challenges and Triumphs

One of the most significant technical challenges was ensuring accurate pose detection. The team needed to program the system to recognize specific sequences of movements, allowing for intricate interactions between fans and the visuals. Achieving this not only required precision but also creativity in identifying how to connect each movement to corresponding visual effects.

The Scale of the Activation

This activation marked one of the largest experiential projects in the company’s history, spanning over 200 square feet and featuring six interactive booths, a DJ station, and an expansive setup designed to engage fans dynamically.

Understanding the Tech Behind the Magic

Interestingly, Patrick noted that while the technology was groundbreaking, fans were more focused on the enjoyment of the experience rather than the sophisticated underlying tech. The goal was to create magic—something that would linger in the memories of sports enthusiasts without drawing attention to the technology itself.

In a Nutshell

When asked to encapsulate the project in just three words, Patrick aptly summarized it as 'Energy. Fandom. Art.' It's evident that Coca-Cola's unique approach to fan interaction succeeded in transforming the excitement of March Madness into an unforgettable spectacle, blending technology and creativity into a vibrant celebration of sports culture.