Once the Provision team understood the aim of the activation, the Production and Creative team worked very closely to come up with a number of concepts. This included trials with a digital platform that would ensure data was captured from fans in an interactive way, that fans were engaged and at no point bored, and that they would learn something they may not have known when they stepped through the doors.
As with all clients these ideas went back and forth a number of times to ensure we achieved everything the team wanted.
Every fan that wanted to come through the activation needed to register. This enabled each person to have a unique ID which was used throughout, and it also enabled data capture for future marketing purposes.