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Game Day Activation

Octagon is the global sports, entertainment, lifestyle marketing and talent representation agency of the Interpublic Group. As a leader in sports marketing and event management, their services include both traditional and leading edge platforms including experiential marketing, mobile marketing and cause-related marketing.

Octagon tasked Blue Steel with creating an amazing fan experience at the Manchester United season opener at Old Tratford. The end client, Aeroflot Airlines (the official carrier for Man Utd), wanted to engage with the fan base, and increase their brand recognition – whilst creating a digital footprint with a boost of social activity, and capturing valuable marketing data – live from the event.

Our open air photo booth created a sensational setting for the crowds of people pouring into the stadium. To add extra excitement, we utilized our custom green screen technology to transport fans right onto the pitch with their football heroes. After guests posed alongside Rooney and Van Persie, they were invited to upload their custom, Aeroflot branded photos to Facebook, Twitter or email.

From the moment guests saw the fully-branded booth, to their all-star photo shoot, to their interaction on the Aeroflot 32” social touch screens, to the moment they tucked their Aeroflot branded photo wallet into their pocket for safe keeping, until they lovingly stuck their custom print on the front of their fridge – the whole user experience put Aeroflot in the front-of-mind.

The activation saw over 100 uploads in less than two and a half hours – a shareworthy experience indeed! Almost 90% of photos taken in the booth we uploaded for future enjoyment, and extended the Aeroflot brand legacy long after the final whistle blow.