We’ve heard about wearable tech for athletes, but what about wearable tech for fans? Australia’s largest health insurance organisation, HCF, has delivered a brilliant stadium activation for fans of…
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BRAND ACTIVATIONS & MARKETING We find it deeply rewarding to execute activations on a stadium-sized scale – it’s an honor to create experiences that effect so many – but the size of the undertaking comes with equally large challenges. Knowing from experience how many moving parts are involved in stadium activations, Decibel gives mad props to agencies who’ve successfully navigated those waters. We’ve gathered up five inspiring examples of of stadium engagement from some of the world’s best shops. Pixmob for Heinekin We recently dropped some hints about how awesome Pixmob light tech can be for large-scale events, but if that didn’t convince you, perhaps this will: “Heineken was looking for non-intrusive ways to interact with people at the Sensation Dance events in Asia. We came up with audio-responsive wristbands that were handed out at the entrance of the event. As the DJ played the dance version of the Heineken music campaign track later in the evening, all 45,000 wrist bands came to life, engulfing the entire stadium in an ocean of green light.” Omage for BMW “This animation is projected on a 13 x 3 metre LED wall where participants can run against their favourite Springbok player. The stand is setup at various rugby venues and is part of the BMW M Series launch. The Springboks were shot against a blue screen then keyed out and placed in the stadium environment. The majority of the work was done in After Effects where I tried to recreate a bit of an arcade look and feel to the animation. The stadium was rendered out from 3ds Max. People running against the virtual Springbok on the screen were timed by a laser trigger at the end of the runway and compared with the Springbok’s score to see if they had won a prize.” Ensemble: the KFC Skybox The guys over at Ensemble don’t aim low when they say they aim to grow brands through contagious ideas. “KFC Skybox was an Australian first that got people talking. Elevated 50 meters above the SCG, Ensemble sent 360 KFC cricket fans into the sky for an Ashes experience like no other, complete with a hot KFC meal.” VWV for Vodacom A shout out to the large-scale event production pros over at VWV for their stadium activation for Vodacom, the “Give a Gift. Give a Happy” campaign, that takes on-field brand activation with a marriage of old-school and new school. Populous: Kauffman Stadium “During the renovation to Kauffman Stadium, home of the Kansas City Royals, the Populous design had to meet increasing fan expectations for an exciting game day experience. The renovation goal was to create a 360-degree branded fan experience while integrating some of the ballpark’s most iconic existing features. … With something for all ages, the Outfield Experience incorporates everything from a children’s carousel and miniature golf course to a sports bar and party deck. Now the largest in Major league Baseball, the full-bleed LED scoreboard is topped with a sculptural metal crown that modeled after the iconic original. In addition, fans can now take a stroll along the famed stadium fountains for a refreshing view and an up-close encounter with outfield play.”
Hot on the heels of its recent brand refresh and new advertising campaign, HCF, Australia's largest not-for-profit health fund, has rolled out a first-time in stadium fan activation with its partner the Sydney Swans via Bastion.As the long-standing health insurer of the Sydney Swans, HCF delivered a
Increase in-arena or in-stadium fan engagement with our activation ideas. We combine interactive technology & brand experiences to create memorable moments.
It is a phrase that seems to have arisen with the latter half of the 20th Century: Is public art necessary? Monuments always seem to be appreciated. B...
As sports venues across the globe continue to seek innovative ways to engage fans, Primetime Sports and AT&T have teamed up for a groundbreaking partnership to redefine the in-stadium experience.
Bud Light needed a sizable presence at the NFL Draft April 26-28 at AT&T Stadium in Arlington, Texas. Because when you’re in Texas, you go big or go home.
Liquid I.V. ran with racing's DRS concept and gave it a clever brand spin for its activation at the Formula 1 Crypto.com Miami Grand Prix. Enter: Dehydration Reduction System, which kept fans cool and hydrated as the Florida heat reached 85 degrees. The electrolyte drink mix brand set up Race House in the Miami International Autodrome, along with branded touchpoints and garage-themed sampling pop-ups around the Hard Rock Stadium complex.
Couches upon couches.
DI created a comprehensive sponsorship activations that included a theming and graphic storytelling approach that creates value for the team sponsor brands.
DI created a comprehensive sponsorship activations that included a theming and graphic storytelling approach that creates value for the team sponsor brands.
Sports fans’ experiences have traditionally revolved around the action on the court or field.
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