Introduction
When Mercedes-Benz sought to enhance fan engagement at Atlanta Falcons home games, they envisioned an experience that would marry their brand with the excitement of NFL football. In partnership with Public School (a Czarnowski group digital agency) and our team, Mercedes-Benz created “Training Camp” – an interactive digital activation that allowed fans to test their passing skills against star quarterback Matt Ryan. This mobile experience started at Mercedes-Benz Stadium in Atlanta and traveled with the team, creating memorable brand connections at every stop.
The Challenge
Mercedes-Benz needed a stadium activation that would:
- Create meaningful brand engagement with Atlanta Falcons fans
- Provide an entertaining, participatory experience within the stadium environment
- Generate shareable content for social media amplification
- Deliver a seamless, intuitive user experience despite the busy stadium setting
- Offer something unique that fans couldn’t experience elsewhere
Our Solution
Working closely with Public School agency, our team developed a gesture-based virtual football experience called the “Matt Ryan Challenge.” The comprehensive solution included:
- Gesture Recognition Technology | We implemented sophisticated motion capture and gesture recognition software that accurately tracked participants’ throwing motions without requiring controllers or wearables, creating a frictionless entry point for fans of all ages.
- Immersive Virtual Environment | The activation featured high-fidelity 3D graphics that transported fans onto a virtual training field. We carefully optimized these visuals to ensure smooth performance in a high-traffic stadium environment while maintaining visual impact.
- Professional Integration | By incorporating Matt Ryan’s likeness and actual throwing mechanics, we created an authentic connection between fans and their favorite quarterback. The experience allowed participants to compare their throwing style to Ryan’s professional technique.
- Social Media Amplification | Each participant received a shareable video of their performance, complete with Mercedes-Benz branding and comparative stats to Matt Ryan. This generated organic social media content as fans proudly shared their results with friends and followers.
- Mobile Design | We engineered the entire experience to be portable, allowing it to travel with the team and bring the Mercedes-Benz Training Camp to fans across different venues.
Results and Impact
The Mercedes-Benz Training Camp exceeded expectations as:
- One of the most popular fan activities at Mercedes-Benz Stadium
- A significant driver of social media engagement and user-generated content
- A memorable brand touchpoint that created positive associations between Mercedes-Benz and the excitement of Falcons football
- A versatile activation that successfully transitioned to multiple venues
Conclusion
The Mercedes-Benz Training Camp exemplifies how innovative technology can create meaningful connections between brands, sports teams, and fans. By combining gesture recognition technology with compelling visuals and social sharing capabilities, we delivered an experience that entertained fans while reinforcing Mercedes-Benz’s commitment to excellence and innovation – values shared with their NFL partnership.
