Etihad Airways, presenting sponsor of Manchester City Football Club, partnered with OP for the Puma Block Party in Rockefeller Center to showcase premier Etihad destinations and connect with fans through two interactive activations: the Header Experience and the Gateway Experience. Using innovation tech like LED displays, Unreal Engine, and gamification, these experiences allowed fans to engage in a high-impact setting.
Etihad Airways, one of the UAE's premier airlines and the presenting sponsor of Manchester City Football Club, sought to showcase their premier destinations and commitment to football through a blend of technology, innovation, and fan engagement. With the upcoming Puma Block Party in Rockefeller Center on the horizon, Etihad partnered with OP to create an impactful presence that would resonate in one of the world’s largest media markets.
To understand how to achieve maximum impact, OP collaborated closely with Etihad and CAA, aligning on their goals for the event. Our creative technology and 3D teams joined forces with Etihad to design two innovative activation experiences: the Header Experience and the Gateway Experience. These activations utilized cutting-edge LED displays, gamification, and advanced technologies developed using TouchDesigner and Unreal Engine, allowing fans to interact, play, and learn about Etihad’s offerings.
The Header Experience invited fans to test their skills by heading three soccer balls at varying heights. Each strike was scored based on height and force, with prizes awarded every hour for top scores– including signed jerseys, soccer balls, and tickets to upcoming matches. This interactive setup not only engaged participants but also created exciting content opportunities, with professional players like Erling Haaland and Jack Grealish participating and providing premier media moments for Etihad.
The Gateway Experience offered fans a larger-than-life journey through the stunning destinations Etihad serves. Accompanied by Etihad flight attendants, attendees explored immersive displays showcasing the airline’s unique offerings, further enhancing the connection between the airline and its international destinations.
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