Ready, Set, Activation… Experiential in the Sporting World

Over the years, the Olympics has become a significant marketing platform for brands, providing worldwide exposure throughout the summer long event. This year, in addition to marquee sponsorships, the International Olympic Committee – IOC has relaxed its rules regarding individual athletes’ ability to endorse brands during the games. The result has been more online brand campaigns on social platforms such as TikTok and Instagram.

Lighthouse Studio activations for adidas and ASICS

Whilst this year’s Olympics in Paris has built on the increasingly digital presence of the milestone event, there is still a huge demand for interactive activations experienced in real life. In Paris alone there are multiple physical spaces dedicated to the Olympics, from Club France in La Villette to the Champions Park in Trocadéro, as well as many smaller brand experiences throughout the city, all easily searchable via their digital Games Map app.

As the famous sporting event inspires nations worldwide and encourages brands to embrace experiential marketing, we take a look at some of our favourite Lighthouse Studio sporting activations over the years.

adidas | The Breaking Barriers Project

We joined forces with adidas and 17 Sport as part of an influencer marketing event for the adidas Breaking Barriers project at their headquarters in Germany. 

Taking place during the FIFA Women’s World Cup final, adidas invited inspirational women from all over Europe, each with their own established social media platform. Throughout the 4 day event they were encouraged to create exciting, creative content that promoted both the brand and the project.

Using our award winning Message Booth technology, we design a custom structure, with the brand and project identity displayed on the physical exterior. Guests were asked “who are you breaking barriers for?” building emotional connection with the project ethos and encouraging inspirational content. The hyper personalised video content showed guests writing their answers on the booth screen framed by an AR filter showing the brand logo and project hashtag. 

Find out more about the project here.

ASICS | Slo Mo Super Heroes

For the launch of their new Gel Nimbus 25 shoe at the Brighton Marathon and London 10k events, we partnered with ASICS and The Park to develop a custom content experience for their Fan Hub space. 

They wanted the content capture process to be part of a competition incentive for guests to win a pair of the new shoes, whilst also providing a way to celebrate the runners taking part. 

We designed a video and photo experience that utilised the ‘Comfort Zone’ foam pit installed within the Fan Hub space at both events. Using a series of studio lights and camera technology, combined with a custom AR filter, we recorded guests leaping into the foam pit, capturing their portraits in slow motion. 

The content was instantly shareable, with guests asked to give their email details to receive their personalised videos and automatically enter themselves into the competition. 

Find out more here.

New Balance | My Future Self

As part of their My Future Self campaign, we partnered with New Balance during the London Marathon to create a content experience that captured the energy and motivation of the iconic sporting event. 

We developed a site specific Message Booth activation located in the marathon registration expo centre as part of the New Balance space. Runners and supporters were invited to write a message to their future selves, sent instantly as a video to either themselves or friends and family running the marathon, to inspire and spur them on through the race.

With its personal and fun approach, the booth created a safe and private environment for people to share their stories and take a moment to reflect. A meaningful moment and memory captured in video, resulting in personalised, shareable content for both the guest and the brand. 

Find out more here.