OBJECTIVE:
The Phase 10 client approached us about wanting to activate in Texas since that was one of the states where they had the most active users. They were keen on creating something unique that can be done in front of a big crowd and could potentially go viral.
CHALLENGE:
Due to the star in the Phase 10 game, we wanted to align with one of Texas’ sports team, but the Dallas Cowboys were out of season and the Houston Astros had just begun theirs, so neither crowd would have been ideal for an activation. The team needed to find an event that would attract a large audience and be the perfect fit for the game.
SOLUTION & RESULTS:
- The team brought the game to life on the jumbotron at one of the Dallas Stars’ final games
- To help draw a larger than usual crowd, and gain additional social awareness, we ran a “fan of the year” contest for a chance to win $10,000.
- Contracted 2 celebrity influencers (Cameron and Lauren from Love is Blind) and influencers to be actors.
- Placed actors in different parts of the stadium, to be captured by the camera and be part of the “game”.
- Due to unforeseen issues with the stadium, we reshot some rounds ourselves and make them look authentic – content was promoted and used by the client for a larger nationwide activation.
- Celebrity influencers created on-site content to further promote the game.
Content Highlights:
