SUNDAY NIGHT FOOTBALL TOUR
Experiential + Environment Design
Situation: After six seasons on tour, NBC wanted to overhaul their Sunday Night Football Bus experience. The 2019 SNF Bus embodied the excitement and energy of Sunday Night Football – the biggest game of the week and highest-rated primetime broadcast 9 years running. The Bus arrived in market days before the broadcast to drive awareness and excitement that the SNF was coming to town, and served to deliver on three main goals.
Goal 1: ELEVATE BRAND PERCEPTION–Raise fan’s perceptions of the brand via premium design and experiences at every touch point.
Goal 2: GENERATE LEADS–Gather contact information from potential new customers by seamlessly collecting email addresses at the initial touchpoint of the consumer experience.
Goal 3: EARNED MEDIA–Create moments that would grab media attention for added earned impressions.
Ask: Elevate the fan’s game day experience by creating an engaging, shareable, fan-centric destination, reinforcing the same industry-leading qualities and atmosphere embodied in the SNF broadcast.
Solution: We designed an interactive guest experience with multiple content creation and sharing opportunities, as well as a total, instagrammable makeover of the bus’ exterior and interior environments.
Our approach was to create a new and more immersive destination, both elevating the fan experience and reinforcing the premium perception of the SNF broadcast.
EXTERIOR: We brought the SNF brand to life in a bold way to create a 360 degree attention grabbing spectacle. Graphically, larger-than-life NFL stars emerged from a stadium scene standing on a rugged, steel diamond plate field, and anchored by the SNF shield. The exterior was so well received, it became a key point of interaction with thousands of fans using many angles as de facto photo ops.
INTERIOR: Once we had their attention, we provided an environment and interactive elements celebrating fan’s passion for football in a way that naturally connected them to the SNF game experience. We maximized the space using premium materials and design elements to interpret the brand throughout the interior.
Utilizing NFC-technology, the registration system provided a customized fan experience at each interaction, and drove quantity and quality data capture to continue the conversation long after the consumer left.