Experiential and fun activation in the O2 Fan Zone at the ATP World Finals tournament in London includes ‘Artball’.
Backed by ATP Platinum Partner FedEx, under its ongoing umbrella ‘Live To Deliver’ campaign tagline, the activity supports the brand’s underlying ATP tennis initiative its Reliability Zone player/match statistics tool.
Artball offers fans the chance to create their own painting (to take home) by using a racquet to hit paint covered tennis balls at a canvass.
The campaign was initially spearheaded when the ATP commissioned the World Tour Finals players to create their own Artball paintings which were then pushed via PR, social media and digital platforms, displayed and auctioned off for charity (Save The Children and each players own selected charity).
Comment:
The ATP Finals event in London aims to provider a dynamic, upbeat, youthful and interactive experience.
Indeed, it is attempting to drag the live tennis fan experience in to the 21st century with as many sponsor participatory initiatives as it can squeeze in to the O2’s Fan Zone.
This is initiative is fun, mucky and provides something to take home, keep and put on the wall for ever. Well for a few months anyway.
Links:
http://www.atpworldtour.com/News/Tennis/2010/09/Other/ATP-FedEx-New-Global-Sponsorship.aspx
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