Properties Take Game Entertainment to New Heights

In today's sports marketplace, properties are expected to deliver a higher quality live game experience for fans than ever before. With new advents of technology, rising ticket prices, and the evolution of the at-home viewing experience, teams are consistently pressured to push the envelope as they look for new ways to create memorable experiences for fans attending games.

In recent weeks, two organizations turned to unconventional game entertainment techniques to engage their fanbases in new ways. Check out the two examples below and consider ways that your organization can introduce new forms of entertainment and excitement for fans!

Atlanta Hawks - Georgia Lottery Halftime Show

The Hawks organization recently partnered with the Georgia Lottery to execute a 3D halftime light show that helped educate and inform fans about their new $2 Powerball game. The Hawks created a 3.5 minute show that was projected on the basketball court floor that created excitement around Powerball in a compelling, non-intrusive manner.

The Hawks leveraged six (6) dancers and two (2) of its mascots to help illustrate the journey of the Powerball through several gaming platforms before becoming a winning number in an iconic lottery machine (per EventMarketer.com). The team worked with BlackOut design and Moment Factory to pull off the stunt - check it out below:

Boise State Athletics - Flash Mob

The Boise State Marketing team recently pulled off a tremendous student section ("The Corral") flash mob performance that generated an elevated level of excitement in the Taco Bell Arena. Students wearing matching orange shirts and blue headwear performed two (2) choreographed dances in unison that took everyone in attendance by surprise.

The cost-effective game entertainment tactic served as a great way for the Athletic Department to generate buzz online (56K+ YouTube) as well as with the Boise State student and alumni communities. Check out the execution below:

Teams Can Turn to Projection Mapping to Promote Airline Partnerships in New Ways

Over the past few years, airline partners have invested more time and resources into their team, league, and event sponsorships. Airlines have invested in branding aircraft with team marks, developing loyalty programs for fans, creating ownable stadium destinations, and distributing free ticket vouchers to fans in attendance.

While airlines have sought to activate their partnerships more actively at airports nationwide, one tactic that we have not seen executed to date in conjunction with a team partnership is projection mapping. Just think how amazing it would be to look out the window at the airport and see a virtual Tom Brady throwing a touchdown pass to Deion Branch along the side of the plane.

While projection mapping would likely need to be a one-off marketing/PR stunt, it would be fun to see an airline promote team partnerships in its hometown market by featuring a different projection display along the side of an aircraft (or inside along a wall in the concourse) every night of the week. 

As shown below, Air Baltic recently generated buzz during the holiday season by featuring a projection mapping stunt at a Latvian airport that showed a team of virtual elves raiding a plane that was stationed at the gate. The marketing tactic, which caught passengers by surprise, was filmed and uploaded to YouTube and instantly generated 24,000+ likes in less than a day.

Check out the clip below and consider new ways that your organization can leverage its partnerships with new forms of technology in high-traffic locales!

The "Human Billboard" Campaign Has Sports Implications

Sports organizations looking for new ways to make a huge splash in the offseason with a nominal marketing budget should consider benchmarking a terrific campaign recently implemented by ING Direct in Italy.

ING Direct had discovered that word-of-mouth referrals by existing customers served as a key driver for bringing in new business. ING looked to bring this notion to life by teaming up with Leo Burnett Milan to create a "Human Billboard" campaign that featured real customers sitting and standing atop billboards, strapped onto the side of city buses, and positioned on elevated displays in high-traffic areas inside a city setting.

The campaign proved to be tremendously popular, as consumers passing by the displays interacted with the brand activists, creating banter that was filmed and featured in an effective advertising campaign. 

The concept of the "Human Billboard" could have a number of implications in the sports space. Minor league teams looking to drive interest and awareness in the local marketplace could leverage season ticket holders and enthusiastic supporters in a similar fan-centric campaign. Marathons, triathlons and other major events could also implement a similar promotional concept to show how "real" participants are. Apparel companies and other manufacturers of products endemic to sports could also consider benchmarking the ING Direct campaign to bring product launches to life, etc.

Check out the terrific campaign below!