The Colts this summer rolled out a new traveling exhibit, “Colts In Motion,” giving attendees at various Indiana events the chance to see a Lombardi Trophy up close and view themselves on an NFL field through a greenscreen video booth. The attraction also will be stationed at home games this season. After creating the concept, the Colts worked with sponsor Bud Light to get the ball rolling. But a challenge quickly presented itself: how to fit multiple interactive features in one 40-foot trailer. So the Colts enlisted the help of tech-driven experiential marketing firm MVP Interactive, which had already worked with the franchise for the ’16 season. The result is a personalized, museum-style experience for fans, who are able to digitally recreate holding a kick for Adam Vinatieri or hitting the anvil as part of the team’s pregame ceremony. Using data-capture technology, MVP also created a quiz that allows fans to see which Colts player they have the most in common with.
STAYING CONNECTED: MVP Interactive CEO James Giglio said the traveling aspect of the exhibit demonstrates “real connectivity to the fan base,” and working with a third-party vendor like Bud Light shows “we play well with others.” Overall, James noted, the project exemplifies how MVP can “customize our product offerings.” MVP has a two-year license for the exhibit. Going forward, it will look to attach sponsors to individual elements, while adding possible VR engagements and updating the player quiz. Nonprofits can rent out “Colts In Motion” for $500 (1-4 hours) or $1,000 (full day), while for-profit entities can pay $1,000 or $1,500.
