Fan Engagement & Legacy Activation for Rangers' New Edmiston House
The Brief
Rangers Football Club reached out to us in relation to the opening of its new multi-purpose venue, Edmiston House. In development for a number of months, the opening of the new venue signalled a milestone for the club, one it wanted to commemorate, and would form another landmark in the history of the club.
When talking to the team at Rangers, it was clear they were looking for something which fans could be a part of (as part of Rangers’ new fan zone), so that the fans themselves could be a part of Edmiston House’s legacy.
In addition to the legacy piece, Rangers also wanted an activation which would encourage fan participation, and as well as having a ‘life’ in the moment, could also ‘live’ online too, via social media. This would help spread the word that Edmiston House was open to the public and that there would be plenty of things for fans to see and do when attending the fan zone.
The Solution
Taking Rangers’ brief onboard, our team quickly identified the perfect solution for Edmiston House’s grand opening – our social mosaic activation.
Through a series of dedicated photo booths, our event staff captured fan photos in the fan zone, which were then printed onto small square stickers, and added to the mosaic board. The mosaic itself, when completed, was a large image of the Edmiston House logo.
In addition to the printed element of the activation, fans also had the option to share their photos digitally too, either by text message or email, and were also able to download them onto their own device.
With the fan zone running for a total of six hours (including before and after the match), we decided upon a large mosaic board, consisting of 600 photos. To ensure we captured enough photos to complete the mosaic, as well as give all fans the chance to be a part of the activation, we deployed three booths – one stationary booth, next to the mosaic board, and two mobile booths which our event staff roamed the fan zone with, capturing photos from all over the venue.
Of course, it was crucial that the activation looked the part too. To ensure the solution was on-brand with Edmiston House, we applied a full branded vinyl wrap to the photo booth and applied a digital photo frame template, so each image captured featured the Edmiston House branding. We also constructed a fully branded ‘pop-up’ wall, measuring 2.4 x 2.4m, on which the mosaic was displayed. As well as ensuring the activation was on-brand, this also acted a focal point which captured the attention of fans, and naturally drew them in towards it.
The Results
Roughly half an hour before the fan zone closed, we added the final image to the mosaic. This signal the completed of our main objective – to provide Rangers with a completed mosaic which would act as a legacy piece for the club.
Through the completion of the mosaic, we captured at least 600 fan images - approximately two photos per minute from when the fan zone opened, to when the mosaic was completed. However, when we include photos taken after the mosaic was completed, the total number of captured images is higher.
In addition, through analytics, we can see there were a total of 755 photo shares, with a total reach in excess of 41,057, and total impressions topping 136,100. Incredible numbers.
Circling back to the legacy piece, the final mosaic is now being framed and will be hung in Edmiston House, which delivers on the primary objective of delivering an experience which gave fans the chance to be a part - literally - of the launch of New Edmiston House and its legacy.
Contact Us
If you’d like to talk to us about delivering a social mosaic activation as part of your next campaign or event, please get in touch. If you’re unsure of whether or not the social mosaic is best suited to what you’re planning, fear not, we have plenty of other activations and ideas which are ideal for an array campaigns and events.
