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.
