Case Study - British Athletics Anniversary Games
The Brief
Following the massive success of the 2012 Olympic & Paralympic Games we were engaged by British Athletics and their sponsors The National Lottery and Sainsburys to create a complete interactive Fan Zone Experience for visitors to the Anniversary Games event at Queen Elizabeth Park the year after.
The aim to create a fun, engaging space which ignites interest and opportunity for all comers into the wide variety of sports and activities in Athletics.
The Vision
With a relatively generous space available to us in the activation space near to the London Stadium we set to work planning the most inclusive and achievable project possible.
We proposed a series of zones which tested and delivered across the wide range of skills and activities involved in athletics, including a 20m sprint track, 4 x caged throwing zones with targets and electronic sensors, fitness challenges, reaction walls and agility obstacle course.
AND of course we fired hundreds of t-shirts into the crowd in the stadium itself.
The Results
The experience and excitement of London 2012 was definitely rejuvenated a year later. With more time and space available for visitors to experience the Fan Village and take part on the challenges and activities provided our zone was massively popular from opening to closing and really enhanced the event and the overall event experience.
Social media interaction was high and brand impact and content was well used and received.
Facts and Figures
Duration - 2 Days
Participants - 18,000
Feedback
“Hope you’ve recovered from the weekend and thank you again for running such a great activation!”
Paul Aldridge, British Athletics
