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.
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.
Bringing Football & Music Together
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.”
Pepsi Pulse Ball Brings Football & Music Together
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.”
“Pepsi Pulse Ball allows football fans to do what they love—experience the game. We’ve got a competitive element because everyone is aware of the score they are building whilst playing the game…”
Amy Beresford
“Pepsi Pulse Ball allows football fans to do what they love—experience the game. We’ve got a competitive element because everyone is aware of the score they are building whilst playing the game…”
Amy Beresford
As thousands of football fans descended on Trafalgar Square, PepsiCo implemented a series of on-site sustainable programmes to minimise the environmental impact of the activations. The highlight was a gamified experience that rewarded fans for returning their reusable cups or cans to Pepsi-branded vending machines. Prizes included custom UEFA Champions League merchandise, official match balls, and a grand prize trip to the final at Munich Stadium. Meanwhile, staff wielding large flags and bin backpacks roamed the event, rallying fans to join in the sustainability push and keeping the excitement high. “We wanted to show that being environmentally conscious can be fun and rewarding,” Amy Beresford emphasised. The clever use of incentives not only entertained but also motivated fans to take sustainable actions, demonstrating the power of promotions in driving behaviour change.
As thousands of football fans descended on Trafalgar Square, PepsiCo implemented a series of on-site sustainable programmes to minimise the environmental impact of the activations. The highlight was a gamified experience that rewarded fans for returning their reusable cups or cans to Pepsi-branded vending machines. Prizes included custom UEFA Champions League merchandise, official match balls, and a grand prize trip to the final at Munich Stadium. Meanwhile, staff wielding large flags and bin backpacks roamed the event, rallying fans to join in the sustainability push and keeping the excitement high. “We wanted to show that being environmentally conscious can be fun and rewarding,” Amy Beresford emphasised. The clever use of incentives not only entertained but also motivated fans to take sustainable actions, demonstrating the power of promotions in driving behaviour change.
Just Eat Grabber Takes Centre Stage
One of the standout activations was the Just Eat Grabber, a human-sized claw machine that allowed participants to be hoisted up and manoeuvred by their partners to grab prizes. This activation, designed to engage both participants and spectators, presented suspended fans with the chance to grab UCL Champions League final tickets, picnic blankets, beanies and more. Senior Project Manager, Stephanie Herbst, discusses the challenges of pitching such unique idea to a client. “We really needed something in Trafalgar Square that had the wow factor that really brought people over and made them want to do it,” she explained. “We wanted to make sure that we were the thing that everybody was talking about here today. And I think we’ve achieved that.”
Just Eat Grabber Takes Centre Stage
One of the standout activations was the Just Eat Grabber, a human-sized claw machine that allowed participants to be hoisted up and manoeuvred by their partners to grab prizes. This activation, designed to engage both participants and spectators, presented suspended fans with the chance to grab UCL Champions League final tickets, picnic blankets, beanies and more. Senior Project Manager, Stephanie Herbst, discusses the challenges of pitching such unique idea to a client. “We really needed something in Trafalgar Square that had the wow factor that really brought people over and made them want to do it,” she explained. “We wanted to make sure that we were the thing that everybody was talking about here today. And I think we’ve achieved that.”
“The most hotly anticipated prize today is the UEFA Champions League final tickets at Wembley tomorrow. We’ve had so many people umming and ahing, wondering if they’re going to get them or not. Everyone’s after those tickets, guessing where they are, watching others compete, and seeing if they’ve won.”
Stephanie Herbst
“The most hotly anticipated prize today is the UEFA Champions League final tickets at Wembley tomorrow. We’ve had so many people umming and ahing, wondering if they’re going to get them or not. Everyone’s after those tickets, guessing where they are, watching others compete, and seeing if they’ve won.”
Stephanie Herbst
Bringing Brands to Life
Experiential marketing often struggles with measurement as each activation is unique, a challenge the IPM is highly committed to resolving within our experiential community, with members like TRO leading the way. Stephanie Herbst explains that TRO measures success not just by the volume of app orders on game day or sign-ups to participate but also by the brand presence in an iconic venue and the quality of interactions with the football community. She also highlights the digital dimension, which includes various photo touchpoints and a focus not just on participation but also shareability to expand the reach beyond that one-of-a-kind, personal experience. Herbst elaborates, “The wonderful thing about brand activations is that people actually get to participate and have that one-on-one time with the brand.” In a world where consumers are inundated and often desensitised to traditional advertising, many cannot remember an ad seen just minutes ago. In contrast, these direct and serendipitous qualities creates memories that last weeks, months, and in some cases, even a lifetime. Fans feel valued and involved in a way that static advertisements simply cannot achieve.
Bringing Brands to Life
Experiential marketing often struggles with measurement as each activation is unique, a challenge the IPM is highly committed to resolving within our experiential community, with members like TRO leading the way. Stephanie Herbst explains that TRO measures success not just by the volume of app orders on game day or sign-ups to participate but also by the brand presence in an iconic venue and the quality of interactions with the football community. She also highlights the digital dimension, which includes various photo touchpoints and a focus not just on participation but also shareability to expand the reach beyond that one-of-a-kind, personal experience. Herbst elaborates, “The wonderful thing about brand activations is that people actually get to participate and have that one-on-one time with the brand.” In a world where consumers are inundated and often desensitised to traditional advertising, many cannot remember an ad seen just minutes ago. In contrast, these direct and serendipitous qualities creates memories that last weeks, months, and in some cases, even a lifetime. Fans feel valued and involved in a way that static advertisements simply cannot achieve.
Unforgettable Sports Experiences
As we look to the future, the success of the UEFA Champions League Fan Festival demonstrates that the power of experiential marketing in the sports arena is only just beginning. From the Just Eat Grabber to PepsiCo’s Pulse Ball, these activations proved that experiential marketing resonates with sports fans, who thrive on connection, community, and competition. No advertisement can recreate the sensation of scoring a goal, winning Champions League final tickets, or being suspended in a life-sized human grabber. The clever use of incentives not only entertained but also motivated fans to take sustainable action, showcasing the power of promotions in driving behaviour change. In a world inundated with traditional advertising, the unique and interactive nature of experiential marketing stands out. Looking ahead, the future of experiential marketing will likely see even greater integration of digital dimensions, adding a whole new possibility of personalisation, immersion, and measurement. We may also witness a continued shift from passive to active engagement, increasing gamification, and deeper connections with fans. Thank you to Stephanie Herbst and Amy Beresford for their insights and to TRO for showing us that the future of fan engagement is bright, interactive, and truly unforgettable.
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Unforgettable Sports Experiences
As we look to the future, the success of the UEFA Champions League Fan Festival demonstrates that the power of experiential marketing in the sports arena is only just beginning. From the Just Eat Grabber to PepsiCo’s Pulse Ball, these activations proved that experiential marketing resonates with sports fans, who thrive on connection, community, and competition. No advertisement can recreate the sensation of scoring a goal, winning Champions League final tickets, or being suspended in a life-sized human grabber. The clever use of incentives not only entertained but also motivated fans to take sustainable action, showcasing the power of promotions in driving behaviour change. In a world inundated with traditional advertising, the unique and interactive nature of experiential marketing stands out. Looking ahead, the future of experiential marketing will likely see even greater integration of digital dimensions, adding a whole new possibility of personalisation, immersion, and measurement. We may also witness a continued shift from passive to active engagement, increasing gamification, and deeper connections with fans. Thank you to Stephanie Herbst and Amy Beresford for their insights and to TRO for showing us that the future of fan engagement is bright, interactive, and truly unforgettable.
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