Acer's Olympic pavillion
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
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
- 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
- Theatre – A unique mixed reality theatre show
featuring AR and interactive
- 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.