In partnership with NBC, every year the Premier League runs an interactive fan event in America to celebrate football in the USA inviting alog Premier League partners to showcase their brand.
On behalf of Avery Dennison, the official names, numbers and sleeve badge licensee for the Premier league, DSM were tasked with pulling together a bespoke event activation plan for the Premier League Mornings Live event held in California at the LA Memorial Coliseum.
Working with the team at Avery Dennison Sport, DSM produced a fun engagement activity encouraging fans to come up to the booth and spin a prize wheel to win a limited edition Premier League Mornings Live LA Shirt designed and produced by Avery Dennison. For those lucky winners who received a shirt, they were also able to take part in a fantastic quiz by scanning a QR code where fans could be in with a chance of winning a 2021/22 Premier League shirt from their Club complete with official name, number and sleeve badge.
By having this scanning functionality it allowed us to showcase Avery Dennison’s innovative and advanced smart technology functionality that’s built into all Premier League shirt embellishments. This technology allows a fan to scan their official Premier League sleeve badge, name or number, via their Premier League app, which takes them to exclusive and hidden content.
The outcome of this activation resulted in overwhelming success for Avery Dennison with the booth being the second largest visited stand at the whole event with an estimated 1000 people visiting each day to take part in the prize wheel. As well as this, the engagement rate of the quiz saw over a ⅓ of shirt winners take part using the scanning functionality to gain access to this hidden quiz. On top of this there was a great amount of media coverage with NBC grabbing one of the specially designed shirts for their broadcast as well as Telemundo Deportes, a spanish speaking broadcaster.
‘The event was fantastic, our booth was one of the most popular at the event. The prize wheel went down so well that our queues were no less than 100 deep all day for both Saturday and Sunday. It was great to be a part of, create some fantastic content and promote Avery Dennison‘s brand to so many fans, gaining interest from NBC and Telemundo Deportes who took one of our limited edition LA shirts for their broadcast. Once again it was fantastic working so closely with DSM on the activation and we look forward to continuing our work together into the rest of the season and beyond.’ Aaron Durand, Sports Marketing Manager, Avery Dennison.
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