Case Study: Invesco QQQ creates an immersive AI-powered fan experience with Groove Jones

Invesco QQQ creates a fan-favorite NCAA activation seen by thousands with Groove Jones

Invesco QQQ, the Official ETF of the NCAA, wanted to create an interactive and technology-driven fan experience to highlight their sponsorship of the NCAA Final Four Championships. They partnered with vendor Groove Jones to develop an immersive phygital activation that would allow fans to feel the pressure of recreating pivotal moments from NCAA history on a physical basketball court.

Groove Jones designed and built the Invesco QQQ Innovation Arena, an immersive half-court surrounded by LED walls displaying a reactive, AI-powered crowd. The solution used AI computer vision for player and ball tracking, an intelligent crowd simulation that reacted to user performance, and a multi-camera system to produce personalized social share videos. The activation was a breakout success at both the Men's and Women's Final Four events, engaging thousands of fans. It helped Invesco QQQ stand out in a crowded field and went on to win several awards, including a Gold Horizon Interactive Award.

Invesco QQQ