Invesco QQQ x NCAA Activation
2024 BizBash Winner - Best NCAA Brand Activation
2024 Digiday Awards Finalist - Best Experiential Campaign
2024 Digiday Awards Finalist - Best Use of AI
Invesco QQQ is an ETF composed of the 100 most innovative companies on the NASDAQ. So, for their partnership with the NCAA, they looked to us to create an interactive, tech-forward fan experience to activate at both the men's and women's March Madness Final Four.
We brought to life the Invesco QQQ Innovation Arena, where we immersed college basketball fans of all ages in the feeling of what it's like to play in March Madness. Leveraging technologies like artificial intelligence, cloud computing, and augmented reality, fans were met with an entirely reactive experience.
With the activation as the centerpiece of the campaign, we extended Invesco QQQ partner, professional basketball player, Candace Parker from the experience through to social media and broadcast content as well.
Fans registered in line via QR code and chose between 3 game modes inspired by iconic March Madness moments: Buzzer Beater, Clutch Free Throw, and Hot Hands.
Upon their turn, fans entered the Arena, a towering 15 foot tall LED volumetric stage depicting the Final Four branded court and surrounding stands. When gameplay began the space came to life - roaring crowds, energetic cheerleaders, and captive photographers all motion tracking and reacting to the fan's performance. An AI commentator announced the fan's name up entry and custom commented on their performance. Real-time data tracking displayed on the screens during gameplay and served up immediate stat results upon exiting the court. This information was also used to inform up-to-date leaderboards.
Post-experience, fans received a highlight reel of their gameplay. Captured via multiple cameras positioned around the court, the various angles were cut together via AI and served up to the fans for a dynamic highlight reel unique to their performance on the court.
