Melbourne Renegades
Gades Arcade
In partnership with the Melbourne Renegades, MKTG were tasked with creating an innovative fan engagement opportunity that had never been seen before in the BBL.
Solution
MKTG conceptualised and executed a unique in-stadium space that captivated younger audiences to attend and experience the match like never before. The aim was to provide an interactive play space, visible on broadcast, that would entice at-home viewers to experience the excitement in person while presenting an opportunity for sponsors to activate. The strategy encompassed creative ideation, fan engagement elements, logistical considerations, and detailed execution. Rather than a concourse activation, MKTG proposed building a temporary stage within the stadium seating bowl. The activation featured five carefully designated zones, each offering a unique experience for fans.
Rather than a concourse activation standard at professional sports matches in Australia, MKTG proposed taking over a large section of the seating bowl, providing a 20x12 metre area split over two levels and building out a fan zone like no other. The Gades Arcade activation proved to be a remarkable success, achieving impressive outcomes, and generating substantial engagement across various platforms.
