• Experiential
  • VR
  • Super Bowl

A high-tech, interactive football challenge speeds up the future of sports at Verizon's 5G Experience Lab at Super Bowl LIII.

AnimationBack-end DevelopmentDesignGamingMotion GraphicsTouchscreen AppUnityUX/UI DesignARVR
Agency Partner
Momentum Worldwide


Wildlife teamed up with Momentum Worldwide to create a Super Bowl LIVE experience giving fans a glimpse into the future of sports. Living at the Verizon 5G Experience Lab in Atlanta’s Centennial Olympic Park, Wildlife launched the 5G QB activation featuring interactive LED targets, custom scoring software and an interactive leaderboard allowing fans to compete against each other for the highest score while wearing a 5G-enabled VR headset.

Each target was custom fabricated and equipped with LED lights that tally players’ scores in real time. We rigged these interactive targets with heavy duty triggers, mapped over 2,750 LED pixels to sync animations and effects across dual throwing bays, and programmed them to activate for key game events, turning the classic football toss ultra high-tech and 5G-ready.

Fan Experience

After consumers register for the 5G Experience Lab, Brand Ambassadors equip each player with a 5G VR headset. A mounted camera live-captures first-person footage, instantly moving it through Verizon’s 5G Ultra Wideband network and back to the goggles in real-time. Tablet controllers wireless activate a new game, set the clock for 30-seconds, and players compete in a test of speed and accuracy, throwing footballs at the LED targets in pursuit of the day’s top score.