Scottish Cup Final, Hearts v Celtic

The Brief:

We were asked by the Scottish FA to provide them with a solution allowing them to engage with fans of both Hearts and Celtic within the concourse areas at Hampden Park during the Scottish Cup Final. The solution should have an output which would allow the fans to create their own SHAREABLE content. With limited floor space to allow for passing fan traffic, we had to be considerate with any proposal we took to them.

The Solution:

We supplied the client with our digital ENCORE experience in both the West and East stands of the stadium. A branded experience for each set of fans, which took up a footprint of approx. 3m x 3m.

Each machine was pre-loaded with either Celtic or Hearts branded AR filters, which allowed facial recognition when a fan stood into our experience zone, changing their face to be painted in their team colours with flutter-fetti falling around them. These were housed on Snapchat for 24 hours pre and post match, allowing a wider engagement piece. The ENCORE machine itself was branded to show the William Hill Scottish Cup branding, with the LED lights surrounding the machine, working in conjunction with their colour palettes.

Fans were able to get their image taken either statically, or as a GIF output and instantly share from the machine to their social media accounts, or directly to themselves via email or text message. Outputs were embedded with relevant hashtags to allow tracking, and as the filters were also housed on snapchat, statistics on views and uses were also available.

The Results:

-          401 Fans engaged with the experience in the stadium during a 90 minute window

-          24,479 estimated social reach within 24 hours

-          77% of users agreed to data capture

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