Acer's interactive Olympic campaign
The London Olympic Games was the second Olympic event at which Acer held the title of ‘Official Hardware Partner’ – having previously sponsored the 2010 Winter Games in Vancouver.
In order to create an on-site brand experience like no other, Acer appointed total brand activation agency, Pico, to build a Showcase Pavilion within the Olympic Park. Pico in return appointed specialist experiential staffing agency Blackjack to select and train the Showcase Team to engage and host the site.
Situated close to the Athletes Village, Acer were able to exhibit and demonstrate their new products, latest technologies and innovations to the public inside the Showcase Pavilion, whilst simultaneously providing a corporate hospitality suite for VIP guests to soak up the incredible atmosphere of London 2012.
The Showcase consisted of three levels where guests would be immersed in an interactive experience combining projection, lights and imagery to create an unforgettable journey; the top floor included an exclusive VIP area for IOC members and athletes to use with spectacular views of the Olympic Park which included an unparalleled view of the Olympic Stadium.
There were two key objectives attached to Acer’s on-site Olympic activity. First and foremost it wanted to attract visitors to the Olympic Park into the Pavilion to experience the Acer Journey through customer facing interaction. Once inside, the aim was to educate visitors on Acer products, new technologies and innovations to enhance brand knowledge and awareness.
An entirely unique experiential concept was created, to immerse the visitor in an unrivalled and entirely personalised brand experience. Blackjack provided event managers and brand ambassadors, all of whom had been approved by LOCOG (London 2012 Governing Body) and accredited for the Olympic Park beforehand.
Blackjack staff then guided visitors through an interactive journey that began outside the showcase in the Olympics Park. Visitors were issued with an interactive journey smartcard. Each card had a QR driver that, when swiped onto a QR reader positioned next to the various features on various levels, would allow each visitor a personal and individual interaction complete with info/avatar capture of themselves. The smartcard allowed QR activation at each feature display within the pavilion via a unique visitor QR code which isolated each individual visitor’s interaction through the various feature displays within the showcase, via a microsite: acerjourney.com
Once inside the Pavilion, visitors had 8 stations to experience:
- Journey Sphere - Visitors could browse and explore through a variety of games and videos
- “Fast Faster Fastest” Arena – An interactive challenge navigating a route through a computer circuit board in the fastest time
- Infinity Gateway – A room which projected multiple images of the visitor on 3 different graphic backgrounds
- Predator Gaming Area – Visitors could play the official London 2012 video game
- Devices on Level 2 – A platform showcasing the very best of the Acer product portfolio
- Devices on Level 1 – A platform showcasing the very best professional market devices from Acer
- Theatre – A unique mixed reality theatre show featuring AR and interactive images
- Avatar – The chance for visitors to create a personalised avatar in the Pavilion and share it on acer.com
VIP guests also had use of the third level hospitality and viewing platform.
In terms of meeting the first two objectives, the Acer Pavilion had 63,846 visitors during the Olympic and Paralympic periods, in which 40,222 registered to become a part of the Acer Journey, this can be measured as 63% of all people who visited the Pavilion registering.
This was an average of 2,500 visitors every day to the Pavilion during the course of the Olympics and Paralympics.
Due to a high number of visitors being children, some parents did not feel it appropriate for their children to fill out their personal details, therefore decreasing the percentage of visitors registering to become a part of the Acer Journey.