At a high-profile sporting event like the Erste Bank Open (ATP Vienna), brand presence for BMW Austria is critical. The challenge for event agency Agency Spark was to stand out from the mass of sponsors and deliver an activation that was not only visually impressive but also delivered a measurable return on investment (ROI) through effective lead generation. Conventional event solutions simply weren't enough.
Interaction as the Data Engine: Reliable Lead Capture
BMW Austria and Agency Spark selected the MultiBall LED Mini as the interactive core of their Fan Zone activation. By developing a custom-branded Tennis game, an immediate connection to the tournament was established, instantly captivating the visitors' attention.
The true power lay in the MultiBall technology: it transformed the motivation to play into the willingness to register. Crucially for the agency, the system proved utterly reliable, logging 84 hours of high-engagement playtime over the 10-day tournament with seamless operation and ensuring the Player Queue flawlessly captured leads.
Engagement That Pays Off: 84 Hours of Play and 2,300+ Verified Leads
The sports event activation was a complete success, exceeding all expectations for engagement and data capture:
- Continuous Operation: The system logged 84 hours of high-engagement playtime across the 10 tournament days (over 8 hours per day).
- Constant Interaction: A total of 3,492 matches were played—proving the captivating nature of the system.
- Massive Lead Generation: Using the Player Queue feature, over 2,300 leads were captured for BMW Austria.
"Brands can convey their messages playfully and interactively while simultaneously collecting valuable data. This makes MultiBall the ideal tool for experience-oriented marketing with measurable success." – Agency Spark
This case study shows exactly how your attraction can be the star of the show and generate a high amount of marketing contacts. Learn what strategic considerations drove the campaign and how you can replicate this blueprint for your next event.
