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Citizens: Game-Ready

Game-ready brand activation

Citizens wanted to present an exciting sponsorship brand activation in sporting venues for the New Jersey Devils and New York Giants. Citizens and Miller Zell previously partnered on a brand activation at Citizens Bank Park, home of the Philadelphia Phillies, but the bank brand was new for NY and New Jersey fans, who were potential new customers. The co-branding experience needed to engage, impress and connect with fans by expressing team spirit, while inviting passersby to get to know Citizens and its services. It needed to feel authentic and foster a rapport for future connections.

 

THE SOLUTION

Miller Zell devised a modular solution specific to each venue’s different needs that allowed volunteers from Citizens to comfortably engage with fans with richly layered tactile and digital experiences. The design focused on optimized messaging for the fan/customer journey, celebrating both the teams and Citizens. The design development process also ensured efficient execution, despite supply chain challenges, as well as ease of setup and breakdown. 

THE RESULT

Produced on-time & on-budget, the Devils’ “Ice to Meet You” indoor element and the Giants’ “Game Day Grid” outdoor concept successfully served distinct needs, including environmental considerations, such as high winds at Giants Stadium. Each earned praise from their volunteers for facilitating fan engagement, both on-site and with social media, via photos, AR interaction and QR codes, which provided useful traffic and user data.

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