Testing Football Devotion
How did Mastercard ignite a conversation between 3.5 billion football believers and the billions of non-believers in the world? At the Champions League Final in Milan, we set up the #MadnessorPriceless pop-up Barbershop to show the irrational lengths football fans go to demonstrate their love for the beautiful game. We offered fans the chance to show their devotion with a freestyle haircut. And then let the world decide: Is it madness or is it Priceless? For those who weren’t quite brave enough, we set up a virtual barbershop so that fans could still share their passion. The campaign was deemed a massive success, with the Head of the UEFA Champions Festival commenting: “the Mastercard activation was the best we’ve ever had at the Festival. Incredible idea, and exceptionally well promoted and executed.”
Around the Globe in Three Episodes
How do you give passionate fans an inside look at their team leadership? By giving them access to how a football roster comes together and the team behind the team. For Delta Air Lines’ 2019 Sounders FC campaign, Non-Stop Scouting, Delta and Octagon created a three-part episodic content series, featuring Chris Henderson, VP of Soccer & Sporting Director for the Seattle Sounders. Traveling to three international destinations, Octagon and Delta gave Chris the freedom to be himself while exploring the intersections of travel, culture and soccer. Through his candid observations, coupled with rich and cinematic visuals, Chris gave followers an analysis on each city, the people and the game, as he interacted with a variety of characters. The videos gave fans the opportunity to see how a global Sounders FC roster comes together, and the man who travels the globe.
Creating Priceless Experiences with Innovative Technology
How do you integrate cutting-edge marketing technology at a premier epicurean event? At the 2019 Pebble Beach Food & Wine Festival, Octagon created a unique technology experience for Mastercard members as they enjoyed some of the most exclusive food and wine tasting opportunities in the world. At the Mastercard Contactless Café, using touchscreen displays and near field communication technology, Octagon constructed a fully functioning ordering wall that allowed 400+ users to place their beverage and food orders on an interactive menu. Once users tapped their replica Mastercard onto the credit card reader and “paid” for their order, Mastercard’s sonic branding played over external speakers to confirm the order had been placed. Octagon’s on-site activation was successful in combining innovative technology with three of Mastercard’s brand initiatives—contactless payment, sonic branding, and priceless surprises.
Creating Experiences to Unite and Enhance a Community
How do you demonstrate your commitment to a region? By uniting its community through best-in-class events and experiences. Since 2007, the Walmart NW Arkansas Championship presented by P&G has enhanced the quality of life in Northwest Arkansas. In the past 11 years, Octagon along with our partners Walmart and P&G have grown the event from a modest LPGA golf tournament into a week-long celebration of community, philanthropy and the unique spirit of Northwest Arkansas.
In 2017, we created a diverse range of experiences to keep faithful fans excited and draw a new a generation of attendees. With the two-day BITE Arkansas food festival, Walmart Community Concert and more, we inspired total community engagement and proved that golf events can be more than just golf.
The Biggest Campaign in AB InBev History
How do you make your client the most popular brand at the biggest football tournament in the world? Octagon helped Budweiser become the most talked-about brand at the 2018 FIFA World Cup™ by producing the largest integrated experiential activation and hospitality program in Budweiser’s history.
First, Octagon collaborated with long-time client AB InBev to create a Budweiser "Man of the Match" program which featured a GIF of every player selected, as well as player interviews highlighting lifestyle topics rather than sports. In addition, Octagon developed and managed the "Bud Hotel", a fully immersive brand experience including everything from Budweiser pillowcases, to influencer studios, to living room parties for more than 3,000 guests. Finally, Octagon developed, programmed and managed the "Bud Boat", a one-of-a-kind branded barge that delivered VIP excursions, hosted large viewing parties, and disrupted Moscow’s famous nightlife scene.
As a result of Octagon’s effort, Budweiser’s programs in Russia hosted nearly 40,000 fans from 51 countries, garnered 320M earned views, gained 2.8B impressions, and 3.2M cold, delicious Budweisers were sold throughout the tournament.
Paddy Power "Unsponsors" International Football
International football’s addiction to putting betting brands on the front of their shirts is well documented.
That’s why Octagon partnered with client Paddy Power to create Save Our Shirt – a movement to stop brands from treating fans like walking billboards.
This season Paddy Power is making the unprecedented move of "unsponsoring" football clubs across the UK by removing their logo from the front of the shirt and symbolically returning it back to the people it belongs to, the fans.
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