Opportunity: When Vodafone signed as a premium partner for New Zealand Rugby (2017) they turned to Uno Loco to publicise the deal. The result was Project Roar – a series of unique activations around the British Lions tour and the different Fan Zones and stadiums around the country.
Solution: Vodafone used their incredible tech to support the Lions tour. We used our creative smarts to take their ingenious app and promote it to the fans. The Vodafone Stadium Live app allowed fans to download the best seat in the house – no matter where they sat. Six different angles of play were streamed live with the match, so fans could follow the action on the field and on-screen.Uno Loco created a fun interactive activation within the Fan Zones to promote the app and awareness of the Vodafone partnership. The fans could get their photo taken as if they were at the game and share on social media.
Then every game day we gave selected lucky fans who had their photos taken in our stadium set-up a surprise VIP match experience. They were escorted into a Vodafone branded car and driven VIP styles to the stadium, where they had a premium experience watching the All Blacks and Lions live.
At the stadiums we put branded wobblers on the back of the seats with a call to action to drive downloads of the Stadium Live app.
Result: Approx. 3000 photos were taken in the Fan Zone Green Screen activation with an estimated social reached of 300,000.