THE BRIEF
The Sport Changes Life Foundation engaged Media Lab to develop an interactive brand activation to help celebrate the 2nd Annual Basketball Hall of Fame Classic.
With the return NCAA Division I College basketball, Sport Changes Life wanted to mark the event with an engaging experience for all event attendees.
They wanted something that would immediately catch the attention of and resonate with the 15,000 people who came to cheer on the 8 American College teams competing.
THE WORK
Sport Changes Life wanted to help basketball fans capture and share the fun and excitement of sitting courtside and watching top athletes compete head to head.
To deliver this, Media Lab developed a bespoke photo experience that featured a fully branded interactive touchscreen and customised digital overlays that reflected the basketball event and the brand.
The thrill and excitement on the court was translated into fun in front of the Media Lab Selfie Mirror and Retro Mirror as users played around with the multiple options available on the photo technology to create exciting, branded, basketball themed media.
Due to the high levels of engagement that were expected, Media Lab created a customised selection of digital, basketball themed props that could be used to create animated and personalised images for printing as well as immediate sharing online.
THE RESULTS
- Hundreds of basketball fans dribbled and dunked for the Media Lab Mirrors and engaged with the Sport Changes Life brand
- Users couldn’t help sharing their images to social media and designated hashtags boosted the events social reach
- Every fan was able to take home a fully branded selfie printout as a keepsake from the 2nd Annual Basketball Hall of Fame Classic
- Sports Change Life received the data, including emails and phone numbers for over 3,000 people, they can use to remarket to in the future
“Media Lab did an amazing job to create a brand activation which totally engaged our audience and helped us to gain brand awareness and GDPR compliant data, to remarket to consumers for next year. We look forward to working with the team at our next event” Maria Richards, Sports Changes Life.
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