The rapidly changing technology landscape has impacted fan experience and brand participation in new and amazing ways. The marketing move is from “LIVE”(mobile+social+streaming) to “LIVING”(virtual+experiential). New tools, strategies and skills are developed to address these dynamic opportunities. Through the use of technologies like Microsoft HoloLens and Azure the duo will demonstrate how they can facilitate intimacy at scale by impacting the experiences of fans and sponsors at events such as the 2020 Olympics.