With both the NHL and NBA playoffs kicking off this week, and the Toronto Blue Jays Home Opener taking place tonight, TACK10 has sports on the brain. Some of the most interactive and entertaining brand activations come out of sport and fitness properties. This week’s TACK10 Tuesday Top highlights some of the best examples from various sporting events.
1. NBA All-Star Weekend – Mountain Dew Courtside HQ
The most recent sports event activation on this list is that of Mountain Dew for this year’s NBA All-Star Weekend that took place this February in New Orleans. The brand was highly praised for its efforts to interact with fans on-location through the creation of the Courtside HQ which allowed guests of any kind (including passersby) to enter for free. The Courtside HQ featured a club-like feel with a DJ, alcoholic and non-alcoholic drinks, interactive music-making experiences, t-shirt painting, and more. The activation was created as a way to give fans something exciting to do in-between games and other NBA activities.
2. World Cup of Hockey – Scotiabank Fan Village
In celebration of the 2016 World Cup of Hockey in Toronto, Scotiabank created a massive interactive Fan Village within the Distillery District where hockey fans got to engage with NHL players and alumni, participate in hockey-themed games and activities, taste food from each of the participating countries in the World Cup, watch games on the big screen, and more. Contesting opportunities, kids activities and partner integration with Molson were also a part of the Fan Village, which acted as a hub for multiple activations and ran for the first ten days of the World Cup tournament.
3. MLB All-Star Fanfest – New Era activation
Another All-Star celebration that brought a number of brand activations to excited fans was the MLB All-Star Fanfest of 2016. Rather than simply sell hats, which no doubt would have still been successful for New Era, the brand created a great multi-channel activation that paired sales with contesting and digital opportunities. Participants in the New Era activation could have their photo taken in a very share-worthy scenario: leaping into the air to catch a baseball in front of a crowd of on-lookers (with the on-lookers being an image in the background and the leap taking place with the help of an off-camera foam pit). Trivia games, a wide range of New Era hat designs, and an embroidery station were also a part of the setup.
4. Grey Cup – Sun Life Fan March
To kick off the 100th Grey Cup in 2012, Sun Life Financial held a massive Fan March through the streets of Toronto that allowed CFL fans to participate in the Grey Cup like never before; fans had the opportunity to carry the Grey Cup trophy itself through the march, transporting it to its destination at the Rogers Centre where the game took place. The objective in this Fan March activation was to not only celebrate the CFL’s centennial, but to give fans and their families the chance to interact directly in a piece of Canadian history.
5. Bonus – Under Armour “Earn Your Armour” Digital Obstacle Course
While this activation did not take place during a major sporting event or in conjunction with a particular league, it is an excellent example of leveraging sports/fitness and an innovative approach to consumer interaction. In order to promote the 2015 opening of Under Armour’s largest retail location, the Under Armour Chicago Brand House, the brand activated in multiple Chicago locations with a fitness challenge leveraging gesture technology and alternate reality video. The challenge allowed participants to virtually sprint down Michigan Avenue, kayak in the Chicago River and climb up the stairs of the Willis Tower. The brand also distributed mystery-amount gift cards that resulted in double the amount of sales on opening day.