DIRECTV: NFL Draft

DIRECTV: NFL Draft

NFLST

PROJECT OVERVIEW

IMG LIVE worked with DIRECTV to create a fun, engaging atmosphere for fans attending NFL Draft Town in Chicago. The end goal was to drive awareness of the availability of the NFL SUNDAY TICKET mobile app to avid football fans.

CLIENT GOAL

Create a destination within NFL Draft Town with multiple touchpoints for fans. Incorporate social media on-site, provide branded giveaways and use NFL player appearances to drive traffic to the footprint.
 

OUR SOLUTION

A branded RV served as the focal point, flanked by an interactive social media station and a demo/giveaway area. We tapped into the Draft Town mobile app to extend our reach, and topped it off with 2 NFL player appearances.

ACTIVATION ELEMENTS

• DIRECTV brand RV with 5 TVs on the exterior
• Social booth with shareable GIF station
• Tap station, app demo and giveaways
• Branded perimeter signage
• Talent appearances

RESULTS

Over the course of the activation we had 3,932 app demo tap-ins and 1,348 touchdown dance participant tap-ins, leading to 20% social share rate of the GIF with 52k+ impressions.