Orange requested the software company Yumiwi events to activate its sponsorship of the Copa del Rey with experience in brand fan zone. A range of activities and experiences related to basketball were organized; they were so appealing to fans of this sport that even tournament players even dared to try it.
Through NFC, which was inserted by chip on bracelets, were distributed to visitors to the fan zone, each person was connected as a user with the ID of the chip to their Facebook profiles , and could automatically publish their experience with the brand and its activities through photos, videos , polls , download content , etc.
The basketball interactive experience
Among the activities that attendees who passed through the Orange fan zone enjoyed, were from a basketball tournament 3 on 3 on the beach ; take pictures with a chrome background that allowed virtually pose with their favorite players and share flat with cheerleaders ; photos with filters and frames or even videos with Matrix effect where the public was hovering about to crush a matte .
In addition they could also vote for the music playlist from their device that was published in Deezer and even could vote for the best player of the tournament.
Measuring to blow basket
All this activity was published directly to attendees social networks which were linked by their bracelets with Facebook or Twitter, allowing real-time monitoring how it was encouraging the atmosphere in the fan zone . Through the tool Yumiwi the brand impact was measured, providing global data records (gender, age and origin of the public), numbers of publications, their views, responses and impacts on friends of the participants, retweets , influencers . These and many more details of engagement on Facebook and Twitter to secure allowed Orange to track KPIs and ROI mark the event.