NY Giants: Gameday Social Activation
How do you bring social media into a professional sports stadium and give fans their 15 minutes of fame? PUSH Offices teamed up with The Famous Group to help the New York Giants celebrate their die hard fans through a blend of aggregated social media content and experience design. Prior to the game the Giants reached out to their season ticket holders asking them to send in photos to a custom Instagram hashtag as a way to pre-populate the experience.
They received over 1,500 photos in just a few days. Those photos were then integrated into a custom display application we built that uses Instagram’s API to display hundreds of dynamically generated photos in “real time” across the hundreds of various screens inside and around the Met Life Stadium. To make it even more interesting, one screen was linked to an XBOX Kinect where fans used the gestures of their bodies to move and refresh the photos.
During the pre-game celebrations and throughout game, over 4 thousand photos where uploaded by both a our street team and the Giants’ fans themselves.
Roles: Creative Direction, UX Direction, Technical Direction, Social Strategy