Genuinely measures
Radar, sensors and a regulation goal. When the result is reliable people repeat; when it is obviously approximate, the activation loses credibility.
Sports Activations
Sports activations
Sports crowds are the easiest to activate and the most demanding about what they are offered
We produce sports activations for brands: shot-speed meters, penalty simulators, precision and speed challenges with radar, cumulative rankings and contact capture, branded and with our own staff.
Activating in a sports context has an obvious advantage: the audience is already disposed to compete. Nobody has to be convinced to try, you only have to offer something worth attempting. That advantage carries an equally clear trade-off: this audience immediately distinguishes what is well made from a toy with a logo on it.
So we work with equipment that genuinely measures. A shot-speed meter with a radar giving real speed, a penalty simulator with a regulation goal, a precision challenge with a sensor. When the result is reliable, people repeat to improve it; when the number is obviously approximate, the activity loses credibility and with it the interest.
The ranking is the second essential element. A board with the day's or weekend's best scores gives a reason to come back, generates conversation between strangers and justifies asking for a contact to notify the winner. That chain turns an entertaining activation into one that also leaves a database.
We work both for sports brands and for sponsors from other sectors activating at sports events. In the second case the design work is greater: a credible connection between the brand and the context has to be found, because an activation with nothing to do with the sport reads as pure advertising and performs considerably worse.
- 30 sper participation
- +150participations per hour
- 24 hquote turnaround
- 100%with reliable measurement
With a cumulative ranking
A board with the day's best gives a reason to return, generates conversation and justifies asking for a contact to notify the winner.
A credible link to the brand
If the brand is not a sports brand, a connection to the context must be found. Without it the activation reads as pure advertising and performs far worse.
How we set it up
We define the link
What relationship exists between the brand and the event's sport, and how it translates into a credible mechanic.
We choose the challenge
What is measured, how it scores and how many participations per hour must be absorbed.
We produce and brand
Vinyls, screens, prizes and scoreboard content, tested before the event.
We activate and deliver data
Staff at the point throughout opening hours and handover of participations and contacts at the end.
Formats and ideas that work
- Shot-speed meter with a radar and a daily speed ranking
- Penalty simulator with a regulation goal
- Precision challenge with an electronic target and scoring
- Basketball arcade with a cumulative scoreboard
- Paired reaction test with compared times
- Timed skill circuit with a classification
- Photo wall with the brand's and the club's identity
- Final prize for the weekend's best score
The second attempt
In a sports activation one metric reveals whether it works: how many people play twice. Sports audiences are competitive and, if the challenge is well calibrated, the first attempt almost always leaves the sense that it could be done better. That second attempt is where the conversation with staff happens, where the ranking gets checked and where the contact is left.
Calibrating the challenge so the first attempt is decent but improvable is therefore a design decision with direct consequences for the result. Too easy and nobody repeats; impossible and people give up immediately. That middle point is what we tune before going out to activate.
Frequently asked questions
Is the measurement reliable?
Yes, we work with calibrated radars and sensors. It is critical with sports audiences: as soon as the number looks approximate, people stop trying and the activation loses its point.
What if our brand is not a sports brand?
We look for a credible connection with the context: a product attribute that can be measured, a benefit related to effort or recovery. Without that link the activation performs worse, and we say so before producing.
Can contacts be captured?
Yes, and in this context it is very well received: the detail is requested to enter the ranking or qualify for the final prize. We hand over the database with the corresponding consent information.
Does it work indoors?
Yes, with the necessary adaptations. Some challenges need safety distance or clear height, which shapes what can be built in a sports hall or a room compared to an outdoor forecourt.
Can you cover several events in a season?
Yes, and it is the most cost-effective route. Branding is produced once and amortises across every date, with consolidated reporting that lets you compare performance between events.