evm_june-2024 - 38

FAVORITE THINGS
AR FOR HYBRID ENGAGEMENT
Digital " experiential " accelerated during the pandemic, and it
continues to be a tactic that scratches the hybrid itch for event
marketers while fueling other campaign extensions. Morgan
Stanley's sponsorship activation at the 50th annual The Players
Championship in Ponte Vedra Beach, FL, was live-wired
with a custom AR experience accessed via QR code and
available to fans everywhere, which took users through nine
legendary Players Championship moments across its 50-year
history, with longtime Morgan Stanley brand ambassador and
11-time PGA Tour winner, Justin Rose, providing exclusive
commentary for each moment.
BATTERY-OPERATED BOOTHS
Electrify Expo attendees were drawn into Ford's open
footprint by the brand's F-150 Lightning all-electric
truck models and electric blue Mustang Mach-E Rally.
The booth itself was powered by an F-150 Lightning.
A backwall showcased Ford's connected charge station.
For a bit of fun, attendees could play a round of cornhole,
but for more of an exhilaration, they could take a hot lap
around the nearby Thrill Zone in the Mustang Mach-E
GT alongside professional drivers.
MOTION-TRACKING GAMES
At Tourney Town presented by Capital One, the official fan fest
of the NCAA Women's Final Four Tournament, brands put fans
in player's shoes. AT&T, for one, invited fans to dribble and take
shots on a vivid, motion-tracking LED basketball court and
facilitated a head-to-head competition with virtual players at
AT&T Dribble Dash.
UNDERWATER VENDING MACHINES
The joy of swimming is often lost as we get older, a fact
that Airheads verified in a recent survey. So to reignite the
nostalgia of eating Airheads by the pool on summer days,
and to get consumers swimming again, the candy brand
devised an underwater vending machine that accepted " fun "
as payment. The machine was fully waterproof in depths of
up to 8 feet, and came equipped with an air propulsion system
that launched Airheads at participants in exchange for their
participation in classic pool activities. A limited number of the
units was also up for sale at $7,000 a pop, and each came with
a lifetime supply of the candy.
Agency Credits: Wasserman (AT&T); Trailblaze (~Pourri); Momentum Worldwide (Coca-Cola Spiced Shop); TBWA\Neboko, Raúl&Rigel (McDonald's); Avalanche (Coachella Quests)
38
EVENT MARKETER SUMMER 2024
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http://www.eventmarketer.com

evm_june-2024

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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
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