BEST BRAND ACTIVATION INVOLVING SPORT
DHL x Formula E – NYC Hologram – DHL
As Official Founding and Logistics Partner of the global electric racing series ABB FIA Formula E World Championship, the partnership allows DHL to showcase its commitment to becoming net-zero by 2050 and deliver on its brand mission to connect people and improve lives.
With COVID restrictions in place at the 2021 NYC race, a new and innovative way to connecting people with drivers, the track and race action was required. Ethical & sustainable store ‘The Canvas by Querencia’ in Williamsburg was chosen as the base for the activations.
At the heart of the experience was PROTO, the world’s only single passenger holoportation machine. PROTO was used to beam drivers and executives into the heart of NYC in real-time in 3D hologram form. Influencers and NYC locals could also experience the hologram technology with content amplified across social.
This innovative technology created unique moments connecting fans with Formula E like never before.
Major League Baseball. Agency: Cake – Major League Baseball. Agency: Cake
Baseball is America’s pastime and has a very loyal fanbase in the US, but the relevance of baseball is still growing internationally. Major League Baseball’s challenge was to get new, younger audiences in the UK (Next Gen Fans) to see MLB as relevant and engage with the pinnacle of the MLB calendar – the World Series.
Based on the insight that Gen Z audiences like to consume sport in short-form highlights, we created Major League Bites – a pop-up cultural hub in partnership with burger restaurant and Next Gen hang out, Patty & Bun. Here consumers watched bitesize highlights from the World Series whilst enjoying a bespoke menu of ballpark bites, including the World Series Wonder Burger and
Strike Out Fries, also available nationwide via at-home Patty & Bun X MLB Meal Kits. Creative content and in-event activations were also developed to draw our audience in via their cultural passions. This included hysterical ‘Secret Server’ content with Chabuddy G and an intimate gig from pop sensation Gracey.
Off the back of Major League Bites, there was significant uplift for Next Gen Fans seeing MLB as an organisation that reflects things they care about, making it the number one US rightsholder.
Marriott Bonvoy Suite of Dreams with Manchester United – 160over90
Marriott Bonvoy’s Suite of Dreams was a first for Manchester United, offering MUFC and global football fans the chance to be the first to stay the night at Old Trafford in a Marriott Hotels designed hotel suite – by “flipping” Marriott International’s M-Club hospitality suite into a hotel room for one night only.
As the previously Covid-stricken sports and hospitality sectors began to recover, the partnership set out to return with a big-impact activation and a money-can’t-buy experience that only the Marriott Bonvoy and Manchester United partnership could offer. 160over90 partnerships and communications & content teams worked with Marriott Bonvoy and Manchester United to bring the campaign to life.
The winner was selected through a global competition that was launched across a host of channels (official Manchester United, Marriott, Marriott Bonvoy Ambassador Rio Ferdinand, and Bleacher Report Football). The contest became the second best performing commercial partner competition in the club’s history
Marriott Hotels and Manchester United x Victoria & Albert – 160over90
Marriott International has a longstanding partnership with one of football’s most decorated clubs, Manchester United (MUFC). Leveraging the partnership to offer exclusive experiences across the globe, to football fans, travelers, and Marriott Bonvoy members alike.
A documentary-style interview showcased the exclusive Manchester United Themed suites at the Manchester Victoria & Albert Hotel and positioned it as the place to stay in Manchester for any MUFC fan. Club Legend’s Rio Ferdinand and Wes Brown also give a guided tour at the perfect place to stay on matchday weekend.
The content was supported across the Club, ambassadors Wes Brown and Rio Ferdinand, and Marriott Hotels & Marriott Bonvoy social channels with additional amplification through online media partnership with Esquire.
A partnership with Esquire was centered around the release of the 2022/23 premier league fixture announcement, promoting Manchester and the must-stay location on matchdays.
The content culminated in a 100% tenancy of the Manchester United themed suites on matchdays at the hotel!
UNRVLD – Crystal Palace F.C.
Crystal Palace F.C. is a Premier League Football Club with an ambitious transformation agenda; focused on enriching its owned platforms to engage and increase its global supporter base, as well as drive commercial growth. The club wanted to celebrate its rich history and bold identity on its new digital platforms, as well as improve and streamline its supporters’ everyday digital journeys.
Full-service digital agency, UNRVLD partnered with CPFC to create a strategy and solution bespoke to the club’s needs. In 2010, Palace’s loyal fanbase helped save the club from the brink of extinction and, as such, fan engagement sat at the top of the digital agenda. UNRVLD built a mobile-first website on InCrowd’s Bridge Platform, with InCrowd also enhancing the club’s app. It has a rich set of tools including single sign-on, content and campaign personalisation, and integrates seamlessly with video provider StreamAMG.
Palace’s new platform has revitalised the club’s brand presence online and together we’ve helped launch new products, services and campaigns to supporters, which has significantly increased the commercial opportunities for the club and its commercial partners.
The result is Crystal Palace F.C.’s best-performing website solution to date which has enabled Palace to delight their fans, and connect like never before.
