Video Case Study: Sparks activates for Michelob Ultra at Copa America
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What were the client’s specific objectives for Sparks?
Michelob Ultra’s objective was to create a brand toolkit that could be activated for fans in all Copa America tournament stadiums, showing up in a big way for the key games.
What was the inspiration for the design?
The intention behind the traveling kits was to create premium assets that could incorporate Copa branding and also be used for other experiential activations after the completion of the tournament. Sparks designed an updated brand look with new materials including metal mesh, marble, and concrete that were incorporated into the assets. The design highlighted the premium Ultra brand with a strong athletic vibe.
Project Synopsis
Tier 1 activation at the Hard Rock was the largest of all stadium footprints. Upon arrival, attendees were welcomed into the space by our soccer-ball filled archway, a set of 20’ inflatable Ultra cans, and a 16’ inflatable replica Copa trophy.
A fully branded, 3-story structure anchored the footprint, adding an impressive backdrop to a lawn full of our custom interactive soccer games: Pitchside 1v1, Soccer Bocce, and Soccer Skeeball.
After grabbing an ice cold Ultra from the lawn bar, attendees played to win custom printed jerseys.
Excited fans lined up for a 360 photo opp holding Ultra’s “Superior Player of the Match” trophy. Guests entering the first floor of our tent could enjoy an air conditioned foosball lounge, while Sparks’ DJ led an open air dance party on the second level.
The third level was a private space with an open bar for Ultra execs and other VIPs, where they had a view of the stadium and the party happening below.
Logistics and Reach
14 Stadiums, 32 Matches, 1.5mm fans reached
5 Sparks Producers activated simultaneously in 7 stadiums
