THE CHALLENGE: We were delighted to take part in a global sporting spectacle recently, as we helped our good friends at ID Experiential activate for Pepsi Max and celebrate the kick-off of the new NFL season in style.
The NFL took over Piccadilly Circus, in London, earlier this month to host a huge sports and entertainment extravaganza to mark the launch of the new season. It featured interviews with leading players, pundits and NFL legends, plus performances from The Vamps and the official cheerleaders from the New York Jets and the Jacksonville Jaguars. We were tasked with helping to recreate the exhilaration of catching a touchdown-winning pass, on behalf of Pepsi Max.
Participants were challenged with diving theatrically through the air to take a pass of a full-sized, fast-moving American football. Once they had caught the ball, they had to pull off their best touchdown celebration for the cameras, ready to share on social media under the #MaxCelebration hashtag.
INSPIRING THE AUDIENCE: We were tasked with creating a safe environment for people to catch an American football which was pitched in from a ball-passing machine. They had to dive and take the catch, before posing for the cameras in celebration.
Health and safety was paramount in creating this experience. Part of our challenge was ensuring that guests could take part in the physical challenge without getting hurt. Within a 5m x 5m marquee, we built a robust, padded temporary structure around heavy duty crash mats to ensure that people were protected in case they fell or bumped into anything while attempting to take a catch.
The whole experience was enclosed using high-tension netting, to ensure that players – and balls – remained within the structure at all times.
Large format Pepsi Max visuals were also created to ensure the experience was fully-branded and looked good on social media.