In partnership with the NBA and FCB New York, beer brand Michelob Ultra launched a cross-channel competition where fans could not only win prizes, but also one of 300 exclusive tickets. The tickets allowed winners to "participate" NBA basketball games in the arena via giant video conference screens. Via Microsoft Teams, viewers were placed next to one another around the court.
Microsoft used the collaboration and campaign to announce a new feature, Together Mode. This uses AI segmentation technology to bring people together in a common background such as a conference room, café or arena. This is intended to enhance the sense of community of a virtual meeting as well as the perception and interaction between speakers, artists or athletes and the audience. At the event, viewers are embeded on large video screens with live reactions, while also receiving their own live feed at home.
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