The walls inside U.S. Bank Stadium come alive with sponsor integrations tied to water selfies, biometric art and high school football.
Creatively, the activations are the result of the Minnesota Vikings’ teaming with Infinite Scale to incorporate the brands of the eight founding partners, the team and the region, said Tanya Dreesen, the Vikings’ vice president of partnership activation and special projects.
The water selfie wall on the main concourse is part of the activation for Pentair, a maker of water filtration systems. Fans stand in front of a touch-screen monitor. It snaps their picture and transfers the facial outline to a floating water feature projected on the wall above their head.
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Pentair’s wall may provide menu ingredients.
Photo by: NANCY KUEHN / MINNEAPOLIS/ST. PAUL BUSINESS JOURNAL
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One floor below, on a premium level, Pentair created a “living wall” 25 feet long, growing with plants and other vegetation, similar to a green wall at PNC Park, home of the Pittsburgh Pirates.
In the future, stadium food provider Aramark potentially could work with Pentair to grow ingredients in the wall to be used for some of its culinary dishes. To this point, no decision has been made, said John Penhollow, the Vikings’ vice president of corporate and technology partnerships.
U.S. Bank has its brand attached to a floor-to-ceiling display of the state’s 350 high school football programs on the main concourse. Touch-screen monitors contain team records, rosters and statistics. The concept is similar to the high school hockey jersey wall at Xcel Energy Center in St. Paul.
The activation reflects the bank’s “Places to Play” program, Dreesen said. It’s a joint initiative with the Vikings to supply grants to nonprofits for building new parks, playgrounds and sports facilities in low-income communities and improving existing venues in those neighborhoods.
The Medtronic Club features biometric art, new technology created through sensors that respond to heat and volume levels and then transfer images to video projectors that post unique images on the club walls. It fits with the progressive image that the manufacturer of medical technology and equipment wanted to portray at the stadium, according to Dreesen.
“We married what we were already doing in the stadium with the art program and decided to take it into their brand using technology and theming of art,” she said.
The Vikings expect the new stadium to help them jump from near the bottom of the league into the top 10 in sponsorship revenue, Penhollow said.
