As summer heats up, so does the excitement for sports fans, particularly those with a passion for football. TRO brought this excitement home by transforming Trafalgar Square into a life-size football playground for the UEFA Champion League Fan festival 2024. Usually known for its historical statues and fountains, the square was reimagined into a carnival of football-related challenges, enabling fans to connect, compete, shoot, and win. From a human-sized claw machine to the Pepsi Pulse Ball, the activations were both bizarre and brilliant. Join us as we go behind the scenes with TRO team members Stephanie Herbst and Amy Beresford to find out how you pitch a life-size human grabber to a client and why experiential marketing is the perfect fit for football fans.
![IPM_logo_white text](https://theipm.org.uk/wp-content/uploads/2024/01/IPM_logo_white-text-200x95.png)
![CLFTRO_MM87577](https://theipm.org.uk/wp-content/uploads/2024/06/CLFTRO_MM87577-1.jpg)
As summer heats up, so does the excitement for sports fans, particularly those with a passion for football. TRO brought this excitement home by transforming Trafalgar Square into a life-size football playground for the UEFA Champion League Fan festival 2024. Usually known for its historical statues and fountains, the square was reimagined into a carnival of football-related challenges, enabling fans to connect, compete, shoot, and win. From a human-sized claw machine to the Pepsi Pulse Ball and recycling incentives, the activations were both bizarre and brilliant. Join us as we go behind the scenes with TRO team members Stephanie Herbst and Amy Beresford to find out how you pitch a life-size human grabber to a client and why experiential marketing is the perfect fit for football fans.
![CLFTRO_MM87577](https://theipm.org.uk/wp-content/uploads/2024/06/CLFTRO_MM87577-1.jpg)
![IPM_logo_white text](https://theipm.org.uk/wp-content/uploads/2024/01/IPM_logo_white-text-200x95.png)
PepsiCo’s activations took fan engagement to another level, combining the thrill of competition with a commitment to sustainability. The Pepsi Pulse Ball, a blend of Guitar Hero and football, invited fans to participate in a high-energy game where they had 90 seconds to kick balls at targets that pulsed in time with the music. TRO successfully gamified the experiences to match the energy of the crowds, shifting from passive to active engagement. The cage-like design created an arena that enabled fans to watch, assess, and compete, cheering each other on and sharing tips for hitting the pulsing targets. Meanwhile, the scoreboard outside kept the tally, adding a competitive edge and encouraging repeat participation as fans aimed to improve their scores. Placing the game at the heart of the activation, the Pepsi Pulse Ball aligned perfectly with Pepsi’s motto, “Where there’s a ball, there’s a way.”
PepsiCo’s activations took fan engagement to another level, combining the thrill of competition with a commitment to sustainability. The Pepsi Pulse Ball, a blend of Guitar Hero and football, invited fans to participate in a high-energy game where they had 90 seconds to kick balls at targets that pulsed in time with the music. TRO successfully gamified the experiences to match the energy of the crowds, shifting from passive to active engagement. The cage-like design created an arena that enabled fans to watch, assess, and compete, cheering each other on and sharing tips for hitting the pulsing targets. Meanwhile, the scoreboard outside kept the tally, adding a competitive edge and encouraging repeat participation as fans aimed to improve their scores. Placing the game at the heart of the activation, the Pepsi Pulse Ball aligned perfectly with Pepsi’s motto, “Where there’s a ball, there’s a way.”
![CLFTRO_MM86533](https://theipm.org.uk/wp-content/uploads/2024/06/CLFTRO_MM86533.jpg)
![CLFTRO_MM86533](https://theipm.org.uk/wp-content/uploads/2024/06/CLFTRO_MM86533.jpg)
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