The NFL Experience fan zone for Super Bowl XLVII last Sunday in New Orleans was chock full of brands vying for a bit of the fan’s attention. Under Armour, the performance sports wear brand (that incidentally designed Baltimore linebacker Ray Lewis’ golden game day shoes), brought one of the hottest games in town with its NFL Scouting Combine Experience.
The brand gave football fans the chance to act like a momentary pro in its 13,000-square-foot activation. Fans ran a professionally timed 40-yard dash, made their best leaps in the vertical and broad jump challenges and tried to “Out-Ray” Ray Lewis by trying to be even more intense (read: shouty) than the characteristically exuberant Ravens star. The brand also had several of its endorsed players stop by for signings and visits throughout the week-long activation and used RFID technology throughout the footprint to encourage posting 40-meter times and jump distances to Facebook. Meanwhile, the brand was running a sweepstakes that gave fans a shot at tickets to the big game.
“We have a great platform with the NFL partnership, and we wanted to give the fans a taste of what we’re all about and we felt we did that this year,” Ryan Kuehl, senior director-sports marketing in charge of professional sports at Under Armour, told Buzz. “Our goal was to show the consumers that with our products, we’re bringing the best to the consumer. I think the best measure of success for us was the fan reactions. For us, when the fans were leaving the experience, the level of enthusiasm was very high.” Agency: rEvolution, Chicago.