The 'stadium ground' may be configured according to a particular sport, theme or brand, making it the ideal vehicle for unique sponsored promotions, sales drives and marketing activations. It provides an intimate environment where consumers get to watch coverage of the game on big screen TVs, interact with products and participate in themed experiences and activities.
"In South Africa, shopping and watching sports are leisure activities associated with fun and relaxation. This concept leverages this insight by providing free sporting entertainment within the shopping centre," says Warren, director of Strategic Brand Solutions. "I spent years researching the concept to ensure that the product is world class and offers something for everyone - to entertain consumers and provide results for brands and advertisers."
It is a virtual sports entertainment hub containing state of the art audio-visual facilities including interactive Playstation pods and displays carrying relevant sports content like links to live events, score updates, branded displays and photography. Décor is slick and sporty, seating is comfortable and the space may be configured to include tailor-made experiences, games and activities that appeal to children and adults alike.
While consumers relax and enjoy the entertainment, advertisers and sponsors are afforded a powerful opportunity to break through the clutter, showcase their brands and engage with prospective clients and customers.
Good reasons to cheer
To help measure and assess the progress and effectiveness of each campaign, updates including the footfall figures, consumer feedback and data capturing are provided to sponsors on a weekly basis.
For more information contact Warren Weiner on +27 (0) 21 425 9552 / +27 (0) 82 822 8248, email az.oc.riafnaf@ofni or go to www.fanfair.co.za.
