This season’s Army-Navy Game recruited digital signage to create a memorable experience for fans and branding opportunity for USAA at the 115th contest in the historic rivalry.
USAA enlisted MVP Interactive, a technology, marketing and software company specializing in in-venue interactive audience engagement, to partner with IMG, IMG Live and USAA to create a comprehensive game-day activation both inside and outside M&T Bank Stadium in Baltimore. MVP is building a noteworthy resume of sporting venue activations — including the new Social Media Lounge at FedEx Field, home of the NFL’s Washington Redskins, and installations at BBVA Compass Stadium, home of MLS’s Houston Dynamo.
USAA engaged with fans by offering multiple green-screen photo stations 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 160-square-foot 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 Virtual Bobble Head MorphignStations gave fans an additional engagement point while the Virtual Field Goal Kick took center stage. The Virtual Bobble Head MorphignStations let fans take photos of themseelves and then transform them into virtual Army or Navy bobbleheads. The GamingWall, with nine HD screens and a Microsoft Kinect camera, gave fans the opportunity to get in the game by testing their place-kicking skills with gesture-controlled game play. Each fan could take 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.
According to MVP Interactive, the day yielded not only a positive fan experience but valuable data and insight to USAA’s expanding consumer base, as more than 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. Digital SignageToday
Watch a video about the activation below:
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