Interactive augmented reality photo event elevates the in-stadium fan experience at Lambeau Field
Associated Bank’s Interact with the Pack virtual in-stadium photo experience received a silver award in the business-to-consumer category for best use of a single technology at Event Marketer’s 2017 Experience and Design Technology Awards. Event Marketer holds one of the world’s largest recognition programs honoring the best-designed live engagements across industries.
In a season-long campaign to offer Green Bay Packers fans exclusive opportunities to celebrate team pride, “Interact with the Pack” became Associated Bank’s cornerstone game day campaign for the 2017/18 season. The augmented reality experience offered fans a virtual space to interact with their favorite players including Jordy Nelson, Randall Cobb, David Bakhtiari and Bryan Bulaga.
“We’re honored to be recognized among the top companies delivering the best interactive experiences between brands and customers worldwide,” said Associated Bank’s Chief Marketing Officer, Christopher Piotrowski. “Green Bay Packers fans are among the most loyal out there, and as we near 100 years of partnership with the franchise, we look forward to offering even more in-stadium moments that speak to the rich history and tradition of the team.”
Associated Bank partnered with San Francisco-based design studio Helios Interactive, A Freeman Company, to create the augmented reality experience that forged a connection between players and fans by making fans feel as if their favorite stars were standing side-by-side with them. Following the experience, participants can receive their memento, an autographed photo with their favorite player, via email to share with friends and family on social media.
“When you go to an NFL game, your overall experience extends far beyond the game itself. The whole event is a gigantic interaction — from tailgating to high-fiving the person next to you and cheering in unison with the tens-of-thousands of fans packed into the stadium with you,” said Mike Schaiman, Managing Director, Helios Interactive, A Freeman Company. With ‘Interact with the Pack,’ we were able to add to this game day experience for Packers fans by bringing to life something they could have previously only dreamed of — the ability to interact with their favorite players. Augmented reality allowed us to seamlessly insert some of Green Bay’s biggest stars into what looks and feels like a live photo shoot with fans, creating unique and memorable experiences for those who checked it out and providing Associated Bank with a fun way to interact with current and potential customers.”
The campaign yielded an astounding participation of about 1,200 fans per event. The experience further offered consumers the opportunity to show their Packers pride with a one-of-a-kind Packers Debit MasterCard® and eye-catching checks, perks that only the official Bank of the Packers since 1919 can offer.
Full coverage of the 2017 Experience and Design Technology Awards can be viewed in Event Marketer’s December issue.
Associated has been the official bank of the Packers since 1919, the year the Packers were founded and is one of the longest-running sponsorships in the NFL. Click here to view a video highlighting the “Interact with the Pack” experience.
# # #
ABOUT ASSOCIATED BANC-CORP
Associated Banc-Corp (NYSE: ASB) has total assets of $30 billion and is one of the top 50 publicly traded U.S. bank holding companies. Headquartered in Green Bay, Wisconsin, Associated is a leading Midwest banking franchise, offering a full range of financial products and services from over 200 banking locations serving more than 100 communities throughout Wisconsin, Illinois and Minnesota, and commercial financial services in Indiana, Michigan, Missouri, Ohio and Texas. Associated Bank, N.A. is an Equal Housing Lender, Equal Opportunity Lender and Member FDIC. More information about Associated Banc-Corp is available at www.associatedbank.com.