SEC XR Hall of History: Innovating the Fan Experience by Merging Tradition with Innovation

Emerging TechnologyExperienceInnovation Strategy

To celebrate one of the biggest moments in SEC history—the addition of powerhouse programs UT and OU—the XR Hall of History launched, combining cutting-edge XR and hologram technology to connect the past with the future. Through interactive, immersive experiences, fans explored the legacy of SEC schools, creating a deeper connection with the conference’s storied past while embracing the future of fan engagement.

Immersive Next-Gen Experiences

At SEC Media Days, the Hall of History debuted, featuring an interactive virtual tour of SEC legends, powered by 8th Wall. Without the need for app downloads, fans could easily engage with the experience via their mobile devices. Using Hypervsn hologram fan technology, the event also featured stunning, high-speed holographic displays that captivated audiences with larger-than-life visuals.

Horizon Planning Framework: Now, Near, Next

The SEC XR Hall of History project exemplified our Horizon Planning Framework, which allows us to strategically plan and innovate for immediate, near-term, and future growth:

NOW

0-12 Months

Extend & Defend

We connected with SEC fans through immediate, interactive storytelling at the Hall of History, enabling real-time exploration of the conference’s legendary history.

NEAR

1-3 Years

Scale & Secure

Continued engagement will be fostered by expanding the Hall of History across multiple SEC events, ensuring fans can engage year-round with new content and experiences.

NEXT

3-5+ Years

Plant & Prosper

The next step in this initiative will involve deeper integration of AI-driven, immersive fan environments across both physical and digital SEC fan experiences, scaling the technology to new heights in interactive fan engagement.

Next-Gen Production Techniques: Driving Real Results

Leveraging our next-gen production techniques, the Hall of History combined high-speed holographic displays and XR technology to create real-time, larger-than-life visuals. At the core was our 70/20/10 test-and-scale framework, which focuses 70% of resources on proven strategies, 20% on refinement, and 10% on bold experimentation​​.
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The XR Hall of History merged real-time exploration and interactive storytelling, showing how the SEC continues to innovate while preserving its storied traditions. Through next-practices and innovative technology, the fan experience truly embodied the SEC’s motto: “It Just Means More.”This project sets a new standard for fan engagement, demonstrating how tradition and technology can work hand in hand to create immersive, unforgettable experiences.

Elevate Your Fan Experience

Looking to create unforgettable experiences that merge tradition with innovation? Let’s connect and explore how cutting-edge fan engagement strategies can elevate your next event.

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