Immersive Fan Activation
Turned a pop-up into an engaging, interactive fan experience that connects to the brand’s legacy.
ASK: Make GAME 7 pop-up more engaging and emotional.
CHALLENGE: Lacked storytelling, purpose, and connection.
INSIGHT: Fans want to feel part of the brand’s legacy.
SOLUTION: Curated music, screens, interactive moments, and branded cards.
IMPACT: Stronger fan connection, memorable experience.
Ask.
Elevate the GAME 7 pop-up from visually strong branding to a fully engaging, emotionally resonant fan experience.
The original pop-up lacked emotional impact, clear storytelling, purpose, and audience engagement. Fans were experiencing passive entertainment rather than feeling connected to winning, legacy, and the brand’s identity.
Challenge.
Research Objective
Evaluate why the Game 7 pop-up event, featuring Mark Messier, felt disconnected from the brand and identify ways to design future activations that strengthen the brand’s legacy, engage fans, and drive meaningful interactions.
Insight.
Methodology
Event Observation
Attended the pop-up to observe fan interactions, event flow, visuals, signage, music, performances, and merchandising. Assessed alignment with the Game 7 brand and its legacy.
Competitive Analysis
Reviewed similar celebrity-led pop-up activations and experiential campaigns to identify best practices for integrating a brand’s identity, heritage, and storytelling into live experiences.
Finding #1
While Mark Messier’s signing was a draw for fans, the overall event felt disconnected from the Game 7 brand and its legacy. Professional dancers, music selections, and stage design were unrelated to the brand’s story, making the experience feel generic rather than reflective of its heritage. Fans reported low purchase intent, as the activations did not create a sense of excitement or connection with the brand. The celebrity appearance alone was not enough to make the event memorable or meaningful for attendees.
“I’m only here for Mark Messier.”
Insight #1
Future activations must integrate the Game 7 brand and its legacy into every element of the event—from visuals and music to interactive experiences—to create cohesion and drive engagement beyond celebrity appearances.
Finding #2
Attendees struggled to feel emotionally connected to the brand. Without activations or merchandise that reflected Game 7’s identity and story, fans felt like the experience was a one-off event rather than an authentic extension of the brand. As a result, the event had minimal impact on long-term brand loyalty or future sales.
“What was the point of the DJ and dancers?”
Insight #2
Immersive, brand-aligned experiences and merchandise, thoughtfully tied to Game 7’s story and legacy, are essential for creating lasting fan engagement and meaningful impact on the brand’s future.
Overall Impact
By designing pop-up events that authentically reflect the Game 7 brand and legacy, future activations can maximize the value of celebrity partnerships, create memorable fan experiences, strengthen emotional connections, and drive both loyalty and sales.
Solution.
Iconic Game 7 Moments on Display
To reinforce the emotional weight of the GAME 7 brand, all in-venue TVs would loop iconic Game 7 moments across major sports, including the 2016 NBA Finals, the 1994 Stanley Cup Final, the 2013 Bruins vs. Maple Leafs comeback, the 2016 World Series, and the 2003 ALCS. These historic clips would be intercut with GAME 7 branded visuals and motion graphics to create a cohesive viewing experience. This works because Game 7 moments represent the highest stakes, intensity, and emotion in sports, which directly aligns with what the brand stands for. By immersing attendees in unforgettable wins, collapses, and legacy-defining plays, the event builds an immediate emotional connection and makes the brand feel authentic, memorable, and credible.
DJ-Led Music Focused on Legacy and Winning
The live DJ would intentionally curate music throughout the pop-up to reinforce the GAME 7 brand, without dancers or performance elements. This choice keeps the attention on the emotional weight of the music rather than turning the space into a club-like atmosphere. Songs such as “We Are the Champions” by Queen, “Lose Yourself” by Eminem, “Eye of the Tiger” by Survivor, and “Hall of Fame” by The Script ft. will.i.am were selected for their strong associations with perseverance, pressure, and championship moments. These tracks create feelings of determination, anticipation, and triumph, making attendees feel like they are standing in a legacy-defining moment. By using music as emotional storytelling rather than spectacle, the experience feels more authentic and aligned with what a true Game 7 represents.
Promotional Takeaway Cards with QR Codes
The event would feature small, business-card-sized promotional cards placed throughout the space for attendees to take with them. Each card would feature bold GAME 7 branding, a short brand message, and a QR code linking to exclusive content such as event highlights, limited product drops, or future pop-up announcements. This approach feels personal and intentional, giving attendees something tangible to hold onto and connect with the brand beyond the event. By creating a collectible, memorable takeaway, the cards extend the emotional impact of the experience and keep the GAME 7 brand top of mind long after the pop-up ends.
This approach turns the pop-up into a cohesive intentional brand story, strengthens emotional connection, increases dwell time, and makes GAME 7 memorable beyond the event.