MVP Interactive’s Social Media Lounge At Washington Redskins’ FedEx Field
Gail Chiasson, North American Editor
MVP Interactive, Philadelphia-based technology, marketing and software company specializing in in-venue interactive audience engagement, has developed and opened its most expansive single venue activation, a Social Media Lounge at the Washington Redskins’ FedEx Field featuring customized MorphingStations, Tablets and its brand new Interactive Gaming Wall.
The activation, sponsored by Bud Light, launched at the Redskins’ home opener on September 14t and will be active for each of the team’s home games over the course of the next two seasons.
“The debut of the Redskins’ Social Media Lounge marks an exciting milestone for our company as it enables us to showcase all of MVP’s fan engagement capabilities in one place,” says James Giglio, CEO and founder of MVP Interactive. “NFL fans typically arrive at the stadium several hours before the game and often linger once the game is complete. The Lounge offers these fans a fun way to demonstrate their love for the Redskins and provides our sponsor, Bud Light, with yet another fan touch point.”
MVP has outfitted the Lounge with two MorphingStations, free-standing kiosks embedded with cameras and morphing technology that transforms fans into a virtual, ‘Super Fan’ bobblehead adorned with team colours. Fans can choose from a variety of virtual eye black and team logo options in Redskins’ colors and team helmets. Once the transformation is complete, fans can post their image to social media or input their email address and have the image sent to them directly. In addition to the MorphingStations, fans can also transform into Super Fans using one of the multiple Microsoft Surface Pro 3 Tablets running the virtual bobblehead technology.
The center point of the Lounge is MVP’s Gaming Wall, a 4K ultra high definition multi-screen, touch display featuring both a virtual field goal experience and a live social media tracker. Leveraging the Microsoft Kinect gesture technology embedded in the Wall, fans can take a shot at kicking field goals in the Lounge while tweets using #Redskins, #httr, #BudLight and #upforwhatever are posted in real time on the wall.
During the first two games of season, MVP’s audience measurement software registered nearly 5,000 fan impressions and lengthy engagement times. The Lounge captured over 500 unique email addresses during the hours in which it was active while social media postings of user photos resulted in hundreds of social media shares.
“The Redskins are always looking to provide the most cutting edge technology to help enhance the game day experience for our fans,” says Mitch Gershman, Washington Redskins CMO. “Our social lounge accomplishes just that while also providing value to our partner, Bud Light.”
Located between Gates B & C, the Social Media Lounge at FedEx field will open two hours before each home game for the entirety of the 2014 and 2015 NFL seasons and will feature new additions from game to game.
November 26th, 2014 at 16:25 @726
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