Tech Innovation

FIFA will track players’ bodies using AI to make offside calls at 2022 World Cup.

FIFA, the international governing body of association football, has announced it will use AI-powered cameras to help referees make offside calls at the 2022 World Cup. Software will combine this data to generate automated alerts when players commit offside offenses (that is: when they’re nearer to the other team’s goal than their second-last opponent and receiving the ball). Alerts will be sent to officials in a nearby control room, who will validate the decision and tell referees on the field what call to make.

Pringles’ unusual job offer: Get paid to work inside a video game.

With the arrival of the Metaverse, the physical and virtual worlds are becoming increasingly blurred. As brands continue to jump on this trend, it was perhaps inevitable that one would come up with a very 2022 idea: letting a person live inside a video game. Pringles has launched a competition that will offer one winner the chance to get paid to work inside a video game as a non-playable character (NPC).

Around the Industry

Femina Miss India hosts hybrid grand finale at Jio World Convention Centre.

Karnataka’s Sini Shetty was crowned Femina Miss India World 2022. The pageant in its hybrid format had launched a nationwide hunt to find prospective talents from all corners of the country through virtual auditions. The extensive scouting drive and subsequent interview rounds culminated with the shortlisted selection of 31 state winners.

Tamil Nadu gets its first virtual reality lab for education- Meta Kalvi on Metaverse for government schools.

Chennai based Virtual Reality (VR) and Augmented Reality (AR) startup Meynikara, has launched Meta Kalvi, Tamil Nadu’s first VR Lab for excellence in education, in three government schools, two corporation schools in Chepauk-Thiruvallikeni Assembly constituency, in the city. The launch of the educational VR Lab took place in a shared 3D virtual environment, called Metaverse.

Nike - "You've never seen England like this" by Wieden & Kennedy Amsterdam.

Nike is celebrating the strength of The Lionesses with a series of projections, across UK landmarks such as Battersea Power Station, The White Cliffs of Dover and Tower Bridge. Each image mirrors the personality of the player on the building, for example Lucy Bronze, whose middle name is Tough, represents power on Battersea Power Station, and Georgia Stanway, known as an "incredible performer," is celebrated on the Royal Opera House.

'Gentleminions' on TikTok: Why teens are dressing up in suits to go see Minions.

The Rise of Gru debuted on Friday after delays due to the COVID-19 pandemic. It had the best opening for an animated film during the pandemic, securing a four-day total of $125 million during the long holiday weekend. Here's what to know about the Gentleminions trend, including what it is, why teens are taking part in it and the controversy surrounding this dedicated swath of Minions moviegoers.

Perrier invites consumers to ‘feel the flavor’ in new global campaign.

Carbonated mineral water Perrier has unveiled a new global effort — an energized campaign suggesting that its flavored waters imbue extra zest and delight into everyday life.The iconic French brand has rolled out ‘Feel the Flavor,’ a multichannel effort that, per a statement from the company, “invites consumers to embrace what makes their life most vibrant.”

Eventellect

Aspiring CMOs, your brand has to deliver the experience it promises.

Marketing exists to deliver growth through customer acquisition and retention. And growth cannot be achieved by branding alone. Your brand might bring consumers in, but what keeps them coming back? Fulfilling yourbrand promise as well as delivering a great experience is what inspires loyalty. And as you know, growth is a combination of new and repeat business.

Metaverse Commerce: Understanding the new virtual to physical and physical to virtual commerce models.

The new commerce models are evolving, but they have not been done at scale. Even while the Metaverse is in a nascent state, these models will have a significant impact on customers' choices and purchasing decisions. The advice to you is to buckle up, because we’re about to head into the future of commerce!

Upcoming Events

Women to Watch 2022, opens for entries.

Campaign Asia-Pacific, in partnership with Essence, is inviting nominations for Women to Watch 2022—an annual list celebrating the most inspiring women in marketing, media and communications in Asia-Pacific. Now in its ninth year, Women to Watch continues to be an important initiative for spotlighting the exceptional work of women in APAC.

Event technology awards - entries now open.

The Event Technology Awards are celebrating their tenth anniversary and will once again recognise the achievements of companies delivering digital and technological solutions to the events industry. Entries are open now - Early Bird offer ends 31st May 2022 - final deadline for submissions 31st July 2022.