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Thought Leader Uncategorized Philanthropy

United Way brings immersive virtual reality to Super Bowl Experience

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It’s estimated that more than 1 million people travelled to Atlanta for Super Bowl LIII. And more than 70,000 people alone were cheering for the Patriots or the Rams in Mercedes-Benz Stadium.

To educate the huge number of people in our city this past week, United Way, Atlanta-based Futurus and Creative Media Industries Institute (CMII) used virtual reality to transport visitors of the NFL’s Super Bowl Experience Driven by Hyundai into the middle of Mercedes-Benz Stadium. The “Call the Play” VR experience uses curriculum from Character Playbook to immerse players in scenarios where they will make difficult choices about how to handle challenging social situations like bullying.

At United Way of Greater Atlanta, we are always looking at exciting and innovative ways to engage our caring community. With curriculum guided by Character Playbook – an interactive, web-based character development program created by United Way, the NFL and EVERFI, a technology company – our VR experience will immerse visitors in a world where they’ll connect with NFL players and learn how to make tough decisions in challenging situations.

Hosted by NFL legend Jerry Rice, the experience also featured NFL linebackers Lorenzo Alexander and Demario Davis. The experience was developed with Futurus, an Atlanta-based future technologies company specializing in augmented and virtual reality. Georgia State University’s CMII provided the use of its state-of-the-art 3D motion capture facility and its world-class production talent.

Co-founder and CEO Annie Eaton at Futurus says, “As an immersive and interactive experience, we’re using virtual reality to bring to life United Way’s work. Through our “Call the Play” multi-branch storytelling experience, visitors will truly feel engaged with the challenging scenarios they face.”

The “Call the Play” experience is made possible through United Way’s 45-year partnership with the NFL– the longest-running partnership between a major sports league and a nonprofit organization. To view our Facebook album, click here. See our booth in action, here. And to learn more about United Way of Greater Atlanta, visit www.unitedwayatlanta.org.


Sara Fleeman is Director of B2B at United Way of Greater Atlanta.

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