Leading up to Super Bowl LIII, United Way of Greater Atlanta had the opportunity to host a booth at the Super Bowl Live Experience in Atlanta, Georgia. The non-profit wanted to create a unique experience highlighting The Character Playbook—a digital learning platform designed to teach middle school kids healthy interpersonal and decision-making skills when faced with difficult situations such as bullying.
“Call the Play,” a virtual reality adaptation of The Character Playbook, debuted at the Super Bowl Live Experience in the buildup to Super Bowl LIII. Throughout the nine-day event, individuals had the opportunity to don an HTC Vive Pro headset, traveling to a 3D replica of the Mercedes-Benz Stadium. The experience began with a greeting from its host, NFL Hall-of-Famer Jerry Rice.
Rice presented users with the choice of hearing from either Demario Davis of the New Orleans Saints or Lorenzo Alexander of the Buffalo Bills. The NFL players guided users through the challenging situations they experienced in middle school, with each story culminating in a tough decision. “Call the Play” enabled the development of the skills associated with confidently navigating difficult social circumstances. Specifically, the children (and adults) who tried “Call the Play” learned which responses elicit ideal outcomes.
Throughout the Super Bowl Live Experience, “Call the Play” drew over 12,000 attendees to United Way of Greater Atlanta’s booth. The virtual reality storytelling experience proved to be an effective method of communicating the best ways to navigate challenging situations; its relatable, multi-branched stories provided a judgment-free zone for its users, generating over 480,000 social media impressions along the way.
Attendees pass through United Way of Greater Atlanta's booth
Days at the Super Bowl Live Experience
Social Impressions
