Delivering Fan Engagement at the SWPL Sky Sports Cup Final
The Brief
We had the pleasure or working with our friends at the SWPL again this year, as part of the Sky Sports Cup Final, hosted at Tynecastle Stadium, Edinburgh.
After previously collaborating on a festive cup final, the team at the SWPL approached us about collaborating again, on the 2024 Sky Sports Cup Final in March.
As part of their brief, the SWPL was keen to explore ways in which the fan experience could be enhanced, by giving those attending fun and interactive experiences which they could share with friends and family.
In addition, they were keen to also run an activation which allowed it to include one of their partners, PUMA.
The fan experience piece was central to the brief, but it was also stated that if there was ways in which supporter data could be harvested too, that it would be a good feature to include.
The Solution
During the briefing process, we discussed a number of fan engagement activations which we believed would deliver what the SWPL was looking to achieve.
But through those discussions, three activations stood out – our 360 photo booth experience, our giant Air Graffiti Wall, and our Player Trading Card Experience.
Through the deployment of these three activations, both the client and we knew that we’d be able to generate a lot of fan engagement and user-generated content, while also entertaining fans in the build-up to the big match. Also, through the inclusion of three different activations, we were able to offer fans three different experiences, each as engaging and fun as the others.
Furthermore, all these activations offered an opportunity to harvest user data, which, as mentioned earlier, was a ‘nice to have’ element of the activations. It was decided upon, though, that only one of the activations would be used to harvest data.
360 Photo Booth Experience
Positioned outside the stadium, at the main entrance, the 360 booth was a great way to welcome fans to match. It provided an immediate statement to fans that their day at the football would be a fun one.
Branding was at the heart of this activation. Our vinyl wrap service was put to good use, branding the platform so that the SWPL and Sky Sports brands were always front and centre. Additionally, branding was added to all the output created by the activation, so when users shared it, the brands were amplified further.
And to add an extra layer to the activation, special effects were used and audio added to elevate the final output, making it more compelling for fans to share with their friends and family.
Air Graffiti Wall
Once in the stadium, fans could interact with two more activations – our player trading card experience and our air graffiti wall.
The graffiti wall, standing at approx. 10ft x 8ft, provided fans with the perfect canvas for them to show off their creative flair.
Working in collaboration with the SWPL and PUMA, we provided fans with the opportunity to design one of three football related items – a football, football top, or a football boot.
When approaching the wall, fans simply selected which of the items they’d like to design, and then using our cutting-edge laser ‘spray-paint cans’ where able to colour their chosen item in whatever colour or design they wished.
Once their designs were complete, users could then share their creation via text or email. By the end of the activation, we had an array of fantastic (and interesting) works of art.
Player Trading Cards
Using one of our cutting-edge photo booths in collaboration with green screen technology, we were able to give fans the opportunity to star on their very own player trading card.
Using the styles and colourways of both the SWPL and the Sky Sports Cup, we created templates which fans could choose from, which were pre-populated with positions and ratings.
Once a template was selected, fans would then stand in front our green screen, ready for their headshot to be taken. Our software then instantly placed fans’ heads into their chosen template, making them the star of their very own player card.
To add a further touch of personalisation, using the booth’s built-in touchscreen, fans were able to add their name to the card design too. All this was done in real-time, meaning fans could see their completed player card instantly.
Of course, digital sharing was also included as part of the activation. Hyper-personalised content, such as this, always compels users to want to share their experience, so again, through the built-in touchscreen, fans were able to share their completed trading cards via either email or text messaging, allowing them to share it with the world.
The Results
Not only was the amount of engagement enjoyed through the three activations was incredible, but the standard of the content was great too. It really showcased how much of a fun day out the SWPL Sky Sports Cup Final was.
Of course, the primary objective of the activations was to create a interactive fan engagement piece, but there was also a desire to amplify the SWPL brand in the process. After analysing the stats from all three activations, we saw that the total of the content created through them was in excess of 16,500 and that total impressions were just shy of 50,000 – an incredible achievement.
And the icing on the cake – we were also able to harvest various contact details across a number of fans which the SWPL was able to add to its existing database.
Taking a step back to look at the activation as a whole, we’re thrilled to have satisfied each of the desired objectives, while also delivering on the ‘nice to have’ data capture element.
Contact Us
If you’d like to talk to us about delivering similar activations as these for your next campaign or event, or would like to discuss other concepts, please get in touch.
And if you’re not sure which activation would be right for your particular event, don’t worry, we have plenty of other activations and ideas which are ideal for an array campaigns and events.