For MLS2017, Go2 was asked to create a soccer-based experience that would attract a crowd both throughout the daytime and also retain interest throughout the evening. Initially, the team from Wasserman approached us based on our projection mapping expertise, but typically PM only works on buildings in the evening when it’s dark. So how could we make a projection mapping experience extend throughout the day? The solution turned out to be an innovative use of LED tiles and a little bit of creative R&D. This activation fits perfectly with Go2’s ENGAGE | ENTERTAIN | CREATE BUZZ formula.
The first challenge for us was to design a projection mapped experience that could be somehow extended throughout the day. With the whole event being based around soccer it seemed natural to create something revolving around goal scoring. The client was TARGET, so we started brainstorming ways we could fully integrate the brand into the experience, instead of simply wrapping the brand colours over something.
Out of the brainstorming session came one lead idea that sounded amazing but also presented our second big challenge. “Could we really set this up in a way that allowed members of the general public to kick a professional soccer ball directly at $200,000 worth of LED wall, with moving TARGET logos?”. The idea was a big hit with the client when we pitched the concept, so that’s when we started an in-depth R&D session to see if we could make it work.
Initially, the first designs meant the LED wall would be around 10ft behind the goal mouth, behind the netting of a full-sized goal, which completely blew the illusion and felt pointless.
Our next iteration meant building the goal posts into the LED wall truss design for stability, which left the goal mouth just 2ft in front of the LED wall – a much more realistic feel to the experience. The final challenge was to design a way to secure the goal netting onto the mouth of the goal, in a way that could stop a professional soccer ball being kicked at full force before it reached the LED wall. As you can see from the video, we managed to overcome all challenges and the whole activation was packed solid all day long, with children and adults of all ages taking part in the challenge.
The interactive soccer game had a constant line up of guests ready to take part, with a permanent crowd of people around the activation cheering on each participant. Once night fell, we selected one of the top players to take part in a special Light It Up ceremony, where they kicked the ball at a special target that triggered the 23-storey projection mapped experience on the iconic Tribune Tower. From that point on, every shot that was taken on the ground translated into a projection mapped HIT or MISS animation on the building, all consistent with the TARGET brand.
From the Target Creative Studio website:
Despite no pre-promotion as a result of City of Chicago regulations on this activation space, the event garnered the following results: