Brand Activations
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Live Events
Client Ask
Create an immersive fan experience at the NFL Draft that captures the energy of a Detroit Lions home game while celebrating the team's history, the spirit of the city, and the passion of the sport.
Strategy
Activate envisioned the NFL Draft Experience at Ford Field as a way to authentically capture both fan and athlete perspectives. The plan centered on transforming the footprint into a temporary stadium replica, featuring industrial brick textures, artwork, and memorabilia that celebrated Detroit’s rich art, culture, and music.
The experience would highlight the Lions' achievements and honor past and present players through interactive exhibits, deepening fan engagement and celebrating the team’s legacy. By combining innovative design and technology, Activate aimed to deliver a memorable activation that would set a new standard for future Lions events and NFL Draft host cities.
Production
The Detroit Lions Fan Experience at the 2024 NFL Draft delivered a dynamic and captivating environment designed for fans of all ages. At the heart of the experience was a diverse lineup of activations, each offering unique and memorable takeaways such as physical giveaways, printed or digital photos, event tickets, and temporary tattoos. From football-specific challenges to general entertainment, every element was crafted to deepen fan engagement and create lasting memories.
Key activations included the Ford Field Entrance Tunnel Replica, Historic Uniform Display, Interactive Jersey Mannequins, and the whimsical Coach Dan Campbell Zoltar. Fans could also enjoy the End Zone Ink Airbrush Tattoo Parlor, pose with the bold Grit Letters, relive big plays at Play of the Game, test their skills at the Reaction Relay Challenge, and create keepsakes at the Journey to the Draft Postcard Station. Additional highlights such as Arcade Games, the End Zone Celebration, and Live Entertainment on the Main Stage kept the energy high throughout the event. The visually striking façade and highly interactive elements captured widespread media attention, generating significant buzz across interviews, news articles, and social media platforms.
Activation
The vision for the NFL Draft Experience was to authentically capture both the fan and athlete perspectives at Ford Field.
Tunnel Entrance
This cryo-fueled hero’s entrance tunnel emulated the player field entrance and let every fan feel like they’re walking out into the action on Ford Field.
Jersey Display
The storied legacy of the Detroit Lions jersey through the years represented in a catching and dimensional display. Doubled as a photo op with guests standing behind the jerseys looking like the player wearing it.
Custom Zoltar Arcade
Recreated Coach Dan Campbell’s likeness in a custom Zoltar activation where fans received advice from the MCDC himself, a unique and memorable experience.
Temporary Tattoo Parlor
EndZone Ink allowed guests emulate their favorite tatted up Lion’s players in the custom airbrushed tattoo parlor featuring player photos and LED signage.
Skeeball
Our one-of-a-kind concepts, from luxury monogrammed items to spectacular stunt.
Reaction Wall
This one-of-a-kind experience let fans test out their reaction speeds and get one taste of the many skills their favorite player’s hone. Best times were displayed on a leaderboard for some healthy competition within the space.
Post Card Station
To commemorate the fans who traveled from near and far for the draft, a post card station allowed from guests to send a card to family who couldn’t be there as well as mark on the map where they traveled from.
Stage Moment
Fog cannons and a branded stage activated in a variety of ways throughout the event from DJ playing music to legacy players making a guest appearance.
