Project Overview
Team One Advertising, familiar with the golf Putt Analyzer we created for their U.S. Open sponsorship, asked ASV if we might be able to do something similar in support of the local Western Area Lexus dealers and their ongoing baseball sponsorships. Similar to how our PuttAnalyzer activation allowed fans to try their hand at a 16’ putt while recording a myriad of user metrics, we immediately went to work on creating an experience that allowed baseball fans the opportunity to take a big league swing, capture a photo of them at their favorite stadium and pair it with some key comparable swing data to create a fun, shareable digital take-away.
Knowing that our clients had a hard budget cap for this project, we created a system of collapsible fabric graphic structures, that were both eye catching and easy to set up, highlighting a large graphic backdrop of the very stadium that fans were soon to walk into. A custom application was built to capture user data in a tablet, including a signature on a digital liability waiver, and take a photo of each fan. A safety strap attached the bat to their wrist, then each person got a chance to take their best swing. A small piece of hardware attached to the base of bat immediately sent the user’s swing metrics to a tablet via Bluetooth, at which point our application built a custom scorecard featuring their photo, their swing metrics and a comparison to which Lexus vehicle might be a good fit for them based on their swing, and pushed it out for fans to share.
The 2016 baseball season saw us activating 3 separate activation kits at 4 stadiums, covering over 100 games throughout the course of 6 months. Lexus saw fantastic engagement numbers and a huge amount of leads generated, making it so successful that they resurrected the activation again for 2017!
