INNOVATION ARENA

Creative Direction: Experiential, Game design, Paid media, Social, Digital, Swag

Agencies: 160/90, Groove Jones

2024-25

For Invesco QQQ’s partnership with the NCAA, we created an interactive, tech-forward fan experience to activate at both the men's and women's March Madness Final Four. We brought to life Innovation Arena: where we immersed college basketball fans of all ages into a digital March Madness court. Leveraging technologies like artificial intelligence, cloud computing, and augmented reality, fans were met with an entirely reactive experience. Fans were able to experience what it's like to hit a buzzer-beater, nail clutch free throws, or play a hot streak, inspired by historic NCAA moments. Former WNBA player Candace Parker hosted the game, and surprised fans by dropping by the activation.

Awards:
2024 BizBash Winner
Best NCAA Brand Activation
2024 Digiday Awards Finalist
Best Experiential Campaign
2024 Digiday Awards Finalist
Best Use of AI

Fans registered in line via QR code and chose between 3 game modes inspired by iconic March Madness moments: Buzzer Beater, Clutch Free Throw, and Hot Hands. Fans then entered the arena, a towering 15 foot tall LED volumetric stage depicting the Final Four branded court and surrounding stands. When gameplay began the space came to life - roaring crowds, energetic cheerleaders, and captive photographers all motion tracking and reacting to the fan's  performance. An AI commentator announced the fan's name on entry and real-time commented on their performance throughout the game. Post-game, fans received a highlight reel of their gameplay and the data from their on-court performance entered them into the ranks of a real-time leaderboard.