LG: US Open
As part of LG’s sponsorship of the US Open in 2014, they created an activation area just inside the ticketed area of the USTA Billie Jean King National Tennis Center. The central location of the LG Winners Circle within the venue, allowed the brand to draw a large amount of engagement from the crowds of tennis fans. My team at Spinifex helped them build the digital and interactive engagements.
One of the most fun engagements within the LG Winners Circle was an interactive station that allowed visitors to see firsthand the difficult of making line calls and the power of the Hawk-Eye system that allows officials to do a slow-motion review of the call. The importance to a tennis match of mere fractions of an inch that determine whether a ball is in or out was compared to even smaller dimensions of LG’s newest line of OLED televisions. Other activities showcased the unique features of LG mobile phones and tablets.
Over the course of the US Open tens of thousands of fans visited the LG Winners Circle and its sister booth, with average engagement times of longer than 5 minutes.