USAA Interactive Installation At Army-Navy Game Fuels 68,000 Social Impressions
The insurance company for military personnel and their family facilitates social media shares and gets lots of activity.
As it did earlier for BVAA Compass Bank at Houston Stadium, MVP Interactive created an on-site interactive experience for the 115th USAA Army-Navy Game at M&T Bank Stadium. USAA provides financial services for military veterans and their families, so the target audience made sense.
Outside the stadium, MVP Interactive erected green screen photo stations at which game attendees could pose with their friends, have a football-themed background applied, and then head over to adjacent social media sharing stations where they could share out the photos to the friends and followers on social media.
Images were also projected on a large LED streaming social wall where everyone could see their photos.
In addition, Brand Ambassadors were on hand with iPads to dynamically register attendee votes as to what team they thought would win the game. Those results were also posted on the LED streaming social wall.
Once inside the stadium, game goers could visit Virtual Bobble Head Morphing Stations where people could take pictures of themselves and then have their head affixed to a character resulting in the virtual bobble head. The result could also be shared on social media channels.
As they did for BVAA Bank, MVP Interactive erected their GamingWall, which consisted of 9 HD screens and a Microsoft Kinect camera. People were able to attempt a virtual field goal.
Each person could take 5 kicks ranging from 10 to 50 yards in distance. The GamingWall measured tracking velocity, distance and accuracy, and points were awarded and displayed on a leader board. During actual game play, action photos were taken and matched with each person’s kick. Kickers received an email of their kicks which could be shared on social media.
In terms of results, over 1,500 photos were taken, engagement times with campaign element ranged from 45 to 110 seconds, 2,000 emails were sent, 7,000 people viewed the promotions and 67,418 social impressions were generated (defined as FB impressions, FB clicks, Twitter impressions, Google+ shares and email impressions).