Supercharging Fan Engagement at the SWPL Sky Sports Cup Final
For the third year in a row, Social Jungle was invited to be a part of the fan zone at the SWPL Sky Sports Cup Final. Contested between Hibernian Football Club and Rangers Football Club, this year's final took place at the home of Motherwell Football Club, Fir Park. Here’s how we went about ‘wowing’ fans at this year’s cup final…
The Brief
During the briefing stage, the SWPL and our team discussed the main objectives of our activations. From these discussions, we identified three key goals: engagement, fun, and data capture.
To align with these objectives, we explored multiple activation options. In the end, our client selected two – our customisable game, React, and our latest activation, TatYou.
The Solution
Once React and TatYou were chosen for the fan zone, our team initiated the design process for both activations. This involved in-depth discussions with the client and multiple approval loops to ensure brand alignment. It was essential that both the SWPL and Sky Sports brands were accurately represented, adhering to strict brand guidelines to maximise awareness. Additionally, official imagery and wording from both Hibernian FC and Rangers FC were incorporated.
A site visit was conducted to determine the optimal locations for each activation. The primary setup was outdoors, but a secondary indoor location was also secured in case of adverse weather conditions.
React
One of our most popular activations, React, challenges players' reaction times. Using touchscreen technology, fans must catch falling objects, with higher scores awarded for more successful catches.
For this event, React was fully SWPL-branded, featuring official fonts, colours, and images. Falling objects included the tournament logo, the crests of Hibernian FC and Rangers FC, and an image of the trophy. After each play, participants were invited to enter their names to be featured on the leaderboard. Additionally, as a sign-up was required to play, React served as an effective data capture tool, helping to grow the SWPL’s audience.
TatYou
TatYou is our innovative temporary tattoo activation, making its debut at this event. Leading up to the final, our design team collaborated with the SWPL to create bespoke tattoo designs for fans to enjoy.
The activation setup featured:
A 2x2.4m custom-branded backdrop, designed to capture fan attention.
A pop-up banner with instructions, ensuring seamless user experience.
A vintage-style barber chair, where fans sat while receiving their tattoos.
A large tablet was also provided, allowing fans to select their tattoo designs. This tablet doubled as an online disclaimer form, providing essential details about TatYou, including ingredients and guidance on skin conditions unsuitable for tattoos. This ensured fan safety and gave our client peace of mind.
Additionally, the disclaimer process facilitated GDPR-compliant data collection, further enhancing the SWPL’s engagement strategy.
The Results
Both React and TatYou proved to be major attractions within the fan zone, drawing high levels of interaction right up until kick-off.
TatYou, in particular, saw a continuous queue of fans eager to participate, reinforcing its status as a standout activation. Meanwhile, React successfully engaged fans through gameplay, with automated branded emails further extending the SWPL’s reach.
A key success metric was the substantial data capture achieved through both activations. This provided the SWPL with a wealth of GDPR-compliant fan data, which was seamlessly integrated into their existing database.
Beyond data collection, the event significantly boosted the SWPL’s brand visibility; many fans proudly displayed their SWPL-branded tattoos, turning them into walking ambassadors for the league. Check out our video below, to get a flavour of our incredible fan zone activations.
Conclusion
Social Jungle’s presence at the SWPL Sky Sports Cup Final delivered on all key objectives: engagement, fun, and data capture. Through our expertly designed activations, we not only enhanced the fan experience but also provided valuable insights and branding opportunities for the SWPL. We look forward to continuing our partnership with the organisation and delivering even more memorable experiences for football fans across the country.
Contact Us
Are you looking to create a memorable, interactive fan experience at your next event? Social Jungle specialises in bespoke activations designed to engage with fans and amplify your brand’s presence. Get in touch with us to discuss how we can bring your vision to life, or click here to explore more of our work.