MLB: T-Mobile’s VR Dugout at All-Star Week
T-Mobile went all in during MLB’s All-Star Week with a VR batting cage and dugout simulation that let fans take swings virtually with their favorite MLB stars. It wasn’t just gimmicky—participants got a highlight reel of their performance emailed to them (data capture done right!).
Why it worked: Technology + sports nostalgia + personalization = memorable brand impact.
NHL: Honda’s Zamboni Selfie Station
During the NHL Winter Classic, Honda offered fans the chance to sit on a real Zamboni and take selfies in full hockey gear. A pro photographer, instant social media sharing, and a branded hashtag made this a huge hit.
Why it worked: Fans love behind-the-scenes moments, and this activation gave them a chance to live out their ice-rink dreams—while putting Honda center ice.
College Football: Dr Pepper’s Tuition Toss
The Dr Pepper Tuition Giveaway, now a staple of college football halftime shows, combines drama, competition, and emotion. Selected students toss footballs into oversized cans to win up to $100,000 in tuition. The event is televised and hyped weeks in advance.
Continue reading… (Next, we’ll uncover how brands are using data from these activations, and the top lessons small brands can learn from these campaigns.)
