Playing Skee-Ball is fun. Playing Skee-Ball the size of an entire basketball court or hockey rink is better. Add in 20,000 screaming fans and the buzz of the live sports environment and you have an in-game activation that creates some memorable brand connections. KeyBank and Kroenke Sports and Entertainment (KSE) have generated that buzz as the creators of an on-ice/on-court promotion known as “KeyBall.”
The promotion mimics the popular arcade game by having a contestant roll a ball up a ramp projected on the ice in hopes of landing it in one of five large virtual cylinders to win KeyBank key possibility gift cards. “Our fans really love the activation,” McKenzie Pedersen, Account Executive of Partnership Marketing and Media Sales tells InStadium. “It’s been a huge success for KeyBank as well!”
KeyBank has been the sponsor of this promotion for the past two seasons for both the Denver Nuggets and the Colorado Avalanche. The promotion includes a full digital signage takeover, including video boards and LED crowd rings, in-arena for 90 seconds.
Last year, KSE integrated its one-of-a-kind court and ice projection system into the promotions for both the Nuggets and Avalanche. Pepsi Center features a state-of-the-art on-ice and on-court projections system that uses 18 projectors to achieve 4K resolution for basketball and beyond that for hockey. This new projector system is capable of displaying “forced 3D perspective animations,” or “3D mapped animations,” to give fans at Pepsi Center an amazing visual display across the entire playing surface.
The use of the projection system while going house-dark in the arena has enhanced the promotion for huge fan impact. The result is a truly captivating, memorable, and can’t miss experience.
As more and more arena-based teams integrate the impressive projection technology, the brand activation possibilities multiply. Teams will have the opportunity to bring brand messaging to life in ways not yet explored. Additionally, the ability to deliver scale across teams and leagues will become even more valuable, as brands will look to take advantage of this valuable technology and captive audience being engaged in such an immersive way.
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