AZ x Kansino Dug-Out Seats Activation
Challenge.
Kansino will be the main sponsor of AZ from season 2022-2023. During the first big game in Alkmaar, Kansino was the match sponsor of AZ – Ajax. Kansino was keen to activate the partnership by offering AZ fans the unique opportunity to watch the match from the Kansino dug-out. Kansino asked Players United Brands to translate this offer into a live activation.
Solution.
AZ had an emphatic presence in the centre of Alkmaar the day before AZ – Ajax; the Waagplein. This is where the original AZ x Kansino dug-out stood. By scanning a QR code on the spot and filling in data, fans had a chance to win dug-out seats. By taking a picture in the dug-out and sharing it on social media, fans also had a chance to win the AZ away shirt.
Result.
The activation on Waagplein attracted hundreds of fans. Many took part in the activation and casual visitors also amused themselves around the dug-out. A nice bonus was the visit of AZ players Pavlidis and Karlsson to Waagplein. The winners were personally called by these players the same evening with the good news. A day later, the lucky winners experienced a great game in the Kansino dug-out. Due to the approachability of the mechanism and the natural Kansino branding, this action provided sympathetic added value for both fans and Kansino.
AZ x Kansino Dug-Out Seats Activation
Challenge.
Kansino will be the main sponsor of AZ from season 2022-2023. During the first big game in Alkmaar, Kansino was the match sponsor of AZ – Ajax. Kansino was keen to activate the partnership by offering AZ fans the unique opportunity to watch the match from the Kansino dug-out. Kansino asked Players United Brands to translate this offer into a live activation.
Solution.
AZ had an emphatic presence in the heart of Alkmaar the day before AZ- Ajax; the Waagplein. This is where the original AZ x Kansino dug-out stood. By scanning a QR code on the spot and filling in data, fans had a chance to win dug-out seats. By taking a picture in the dug-out and sharing it on social media, fans also had a chance to win the AZ away shirt.
Result.
The activation on Waagplein attracted hundreds of fans. Many took part in the activation and casual visitors also amused themselves around the dug-out. A nice bonus was the visit of AZ players Pavlidis and Karlsson to Waagplein. The winners were personally called by these players the same evening with the good news. A day later, the lucky winners experienced a great game in the Kansino dug-out. Due to the approachability of the mechanism and the natural Kansino branding, this action provided sympathetic added value for both fans and Kansino.