MVP Interactive Engages Army-Navy Game Fans
Gail Chiasson, North American Editor
MVP Interactive, Philadelphia, took part in one if the longest running annual college football games by bringing together a comprehensive game day activation for the 115th Army Navy Game.
With a presence both inside and outside of M&T Bank Stadium in Baltimore, Maryland, USAA (United States Automobile Association) engaged fans by offering multiple green screen photos coupled with social sharing stations that allowed users to not only post their pictures to social media sites but also see their photos live on a large LED streaming social media wall. Brand Ambassadors hit the tailgate with polling iPads that dynamically registered fan votes based on their favorite team that were also displayed in real time on the social wall.
Inside the stadium, MVP’s popular Virtual Bobble Head Morphing Stations gave fans an additional engagement point while the Virtual Field Goal Kick took center stage. The GamingWall, with 9 HD screens and a Microsoft Kinect camera, gave fans the opportunity to get in the game by testing their place kicking skills with a gesture-controlled game play. Each fan had a series of five kicks ranging from 10 to 50 yards in distance to accurately score between the uprights. Tracking velocity, distance and accuracy, points were accumulated and displayed on a leader board. During the game play, action photos were taken of each user that were emailed and shared among social media sites.
The day yielded not only a positive fan experience but valuable data and insight to USAA’s expanding consumer base, as over 2,000 emails and photos were generated that produced nearly 68,000 social impressions. MVP’s audience measurement registered close to 7,000 active viewers at the GamingWall with an average dwell time of nearly 30 seconds.
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