Client: ESPN Australia/New Zealand

The Brief

Design and deliver an unforgettable experience which connects Australian audiences with one of the world’s largest sporting events, the Super Bowl, and the ESPN brand. Design with partners in mind, ensuring there are opportunities for them to reward their customers. Create and deliver elements of a marketing and communications plan which supports attendance.

The Solution

Transform Melbourne’s iconic Federation Square into a New York themed Super Bowl hub for game day. Provide ESPN and Foxtel audiences with everything they need, including a purpose built stadium, football pitch, giant screen, various photo opportunities, kiss cam, dance cam, hot dogs, Budweiser and NRL themed merchandise, to feel as if they were really at the game. Elevate the experience for Foxtel customers with a dedicated Fan Zone. 

An intuitive marketing and communications plan which brought together promotion via partner channels, social, disruptive activity, tvc, email marketing, outdoor and PR.

The Results

  • 4,500 Foxtel fans responded to the elevated Fan Zone experience element
  • 1,044 Foxtel customers attended the event 
  • Growth in ESPN Twitter followers by 75% on the day of the activation
  • 31,969 visitors to Federation Square on the day, up 17% from any other Monday