Augmented reality, the metaverse, virtual experiences: history will review the global COVID-19 pandemic as an accelerant for innovation in the online world. As the world was going into lockdown in 2020, we formed a partnership with tech visionaries OZ to tell their story: revolutionising the home viewing experience for sports fans.

In conjunction with RVX, the company developed OZ ARENA: a cutting-edge augmented reality solution that would take fans right back into the heart of the action. We helped amplify their voice at a time when the global grandstands were silent.

Our objectives

1. Achieve positive coverage of OZ ARENA in at least 30 different media outlets, with a specific focus on key publications such as Sport Business, Sportcal and Forbes
2. Raise OZ’s profile internationally by generating coverage in at least five different countries
3. Generate ten new inbound opportunities with sports clubs, federations, and broadcasters as a direct result of the PR campaign
4. Shift perception away from OZ being a football-only company and deliver inbound leads with representatives from at least three different sports
5. Achieve at least 30 unique external social posts referencing OZ ARENA and/or OZ as a brand

Our solution

With the pandemic generating so much bad news and communities around the world struggling with strict lockdowns, the strategy was to tell a rare good-news story related to COVID-19. How OZ ARENA would enhance the fan experience and enable supporters to fully engage, even if only from their own homes.

A highly focused outreach plan was crafted, targeting specific publications, editors and journalists that had written about CGI football fans, cardboard fans, and virtual fans in the preceding weeks. We developed a suite of assets to tell the OZ story in a way that resonated with individual journalists, and captured maximum attention.