Event Marketer and MRD December 2021 - 139

BEST SPORTS ACTIVATION
" No " was a word sports fans heard a lot of in 2020, and as
NBC Sports prepared to broadcast and engage golf buffs
around a spectator-less U.S. Open at the Winged Foot Golf
Club, it was determined not to hand them another rejection.
So to promote the tournament and reach fans and players
at home, the network revved up the Chip Truck, a vehicle
featuring a replica of Winged Foot's 18th green on its
facade.
Developing a way to activate an experience that was
GOLD WINNER
CLIENT: NBC Sports
CAMPAIGN: The Chip Truck
AGENCY: CLAMOR
both fun and newsworthy was challenging enough, not to
mention doing it safely and without the luxury of accessing
large groups of people. But NBC knew just how to get its
target in the swing of things while drumming up buzz. A
spectacle on wheels, the Chip Truck brought a unique golf
experience directly to golfing communities up and down
the East Coast, including TopGolf locations where fans were
invited to take a shot from parking lots, practice greens and
their own front lawns. And while it was a light and carefree
experience, participants were serious about having a go at
the premium prize for sinking a hole-in-one: tickets to next
year's tournament.
Results were certainly up to par. The Chip Truck was
featured on a " TODAY Show " segment that was also shared
on NHL, Premier League and Tour de France broadcasts,
generating millions of impressions.
BEST SPORTS ACTIVATION
In 2020, Verizon rolled out 5G technology to NFL stadiums across
the league in cities around the country, and had big plans to show
what its network could do. But 2020 had very different plans and
Super Bowl LV was poised to have the fewest attendees in the
event's history, no fan fests and no parties. So without a physical
presence on the ground at the big game, Verizon dreamed up a
campaign that brought the magic of Super Bowl week to screens
everywhere.
Using Tampa's Raymond James Stadium as a template, the
brand worked with Epic Games, the NFL, top game builders and
league superstars to build the Verizon Fortnite Stadium, the
first-ever virtual Super Bowl stadium, which was created within
the online cross-platform game Fortnite. It included elements
that you'd see in the real world, such as a merch store, locker
rooms and suites, but also featured iconic Fortnite design
details, like waterfalls, palm trees and a floating pirate ship.
The stadium opened the week of the Super Bowl, inviting
SILVER WINNER
CLIENT: Verizon
CAMPAIGN: Verizon Fortnite Stadium
AGENCIES: Momentum Worldwide,
R/GA
fans to visit all week long to explore the environment, play new
and custom NFL-inspired games, interact with friends, watch
nightly celebrity tournaments and enter to win avatar-to-avatar
player meet-and-greets that took place inside custom- built
suites within the game.
The program earned Verizon the No. 1 share of conversation
and 3.6 billion impressions. That's worth an endzone dance.
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139
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Event Marketer and MRD December 2021

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