Feature

Five sporting activations of 2014

The FIFA World Cup, Commonwealth Games and the Wimbledon Championships provided an array of activation opportunities for brands in 2014.

Five sporting brand activations of 2014
Five sporting brand activations of 2014

McCoy's

Crisp brand McCoy's launched a nationwide hunt in 2013 to find a 'pub to put on a plane to Rio'. The campaign was fronted by the 'Pub Landlord' Al Murray and aimed to find the best British pub to be recreated in Rio ahead of the World Cup. 

McCoy's aimed to support local pubs in the run-up to the tournament by using the competition to get locals on board to vote for their pub.

Agency Wonderland was briefed with replicating the pub in Rio, including wrapping the exterior of an existing venue and installing key features of The Old Star, while agencies M&C Saatchi PR and Hey Human supported the campaign.

Read more: World Cup International activations - McCoy's, Coca Cola and Castrol

Lucozade

Meanwhile, at home, experiential agency TRO collaborated with creative advertising agency Grey and digital agency Brass to create the Conditions Zone for its long-term client Lucozade Sport, in celebration of the World Cup. The footballing experience was all about humidity and hydration, as a five-a-side football pitch was housed in a makeshift venue in London's Canary Wharf and heated and humidified to the conditions of England's first ill-fated game in Manaus.

Read more: World Cup UK activations - Lucozade, ITV, Regaine

HSBC

At the Wimbledon Championships, HSBC encouraged tennis fans to 'Get Closer to Wimbledon' with its grass court, dubbed 'Court 20', with ambassadors including Tim Henman, who came down to challenge members of the public to a test of skills.

Read more: Wimbledon Championships activations - Lavazza, Evian, Jacob's Creek, HSBC and Stella Artois

Weetabix

The Weetabix Ultimate Sports Day took place in July and was attended by 400 competition winners aged between six and 11 years old. RPM and BBH delivered a brief to get children active, encourage them to eat a nutritious, healthy breakfast and to have recurring interactions with the brand. 

The event gave primary school children the chance to meet Olympic gold medal winner Mo Farah and become mini Olympians for the day by entering an on-pack competition and submitting designs for their ultimate obstacle course. The two best ideas were brought to life at the event and the winning schools were invited to participate.

Read more: RPM creates Ultimate Sports Day for Weetabix

SSE

Energy company SSE enlisted the help of agencies Synergy and XYZ to create an activation at the Festival 2014 Live Zone at Glasgow Green, in celebration of the Commonwealth Games. A large-scale 3D physical hashtag, using an LED screen, provided an interchangeable suffix to the generic #GO prefix, consisting of two-metre-high 3D letters.

The LED screen then displayed a three-letter abbreviation of the Commonwealth nation chosen by the visitor. The participant could then pose in front of the installation and have their photograph taken. The image was then tweeted using that hashtag to show their support for that nation. 

Read more: In pictures: SSE unveils selfie installation for Commonwealth Games

Event Report: Focus on Sport – an in-depth look at how brands can use sport to connect with their customers, including case studies.

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