Engaging with NFL fans to celebrate Houston as a destination.
We were tasked by Visit Houston, the tourism board for Houston, Texas, to help them maximise their space at the Jaguars v Houston Texans NFL game at Wembley in November 2019 on a tight $50,000 budget.
We needed to create an experience in the Tailgate zone that would have people queueing up to engage with Visit Houston that would leave them remembering Houston at a Jaguars' home game.
We created a 180 degree photo booth experience, to create engaging gif videos for people to share online. The set was the moon, to celebrate the 50th anniversary of the moon landing. We connected to the NFL Onepass app, where people had to scan a QR code on our stand to receive their photos but also to mark a badge on their app. We also offered people the chance to meet the Houston Texan's cheerleaders, mascot and former player Kevin Walter.
Our stand had a constant queue and an average waiting time of 45mins to get a photo.
We had 507 photos taken and 570 interactions through the NFL Onepass app, from over 1,500 people that queued to get their photo taken in groups, pairs and solo. We had an estimated 3,000 people interacting with the staff on the stand.
A lot of the budget was tied up in requirements from the NFL, not easy with an already tight budget, so we had to create a simple mechanic to engage people. Whilst other stands people could just walk up to scan their QR code, they simply walked away without a care or remembering what brand they had just engaged with, whilst our stand had an average waiting time of 45 minutes, and during this time we were able to chat to and engage with people to tell them all about why were there and about Houston.