Mercedes-Benz is going to try something new. They want to make their electric cars look like they’re racing around the stadium during a college football game, and they’re enlisting Disney, Merkley+Partners, The Famous Group, and ESPN to help make it happen.

It’s going to be the first time that mixed reality technology has been used on a live broadcast during a college football game

. The idea is to use this technology to make the electric cars look like they’re racing around the Mercedes-Benz Stadium during a live broadcast. They’re hoping that this will help people understand what it would be like to drive one of these vehicles, even though they’ve never had any experience with them before.

The exhibition will take place right before kickoff of the second half of the game, directly following the Mercedes-Benz Halftime report.

The 45-second segment will push interaction with the physical environment further than before with the goal posts, field and iconic in-stadium Halo video board.

Using first-of-its-kind mixed reality production techniques, The Famous Group will operate three tracked cameras for the activation: two fixed cameras and a SkyCam for the duration of the segment.

This campaign comes on the heels of The Famous Group’s mixed reality activation with Gillette during ESPN’s Monday Night Football game between the NFL’s Chicago

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