The season-long ‘Purple Cam’ stadium seflie initiative leveraged BNP Paribas Fortis’ partnership with Belgium’s biggest football club RSC Anderlecht by giving every fan an exclusive and innovative photo-led experience within the team’s Constant Vanden Stock Stadium.
‘Purple Cam’ – which runs under the tagline ‘in a changing world, your smartphone takes control of the PurpleCam’ – was essentially a fresh take on in-stadium supporter selfies.
The campaign kicked off on 21/10/2019 and ran until the end of the season.
It was a mobile app-enabled project enabling fans to use their own smartphones to control one of eight cameras in the stadium in order to take a picture of you and your fan friendship group and then share it online socially without missing a single second of the game.
It aims to put the fan is in control and offers high-definition fan group selfies to all supporters – wherever they are sitting in the stadium.
The mechanic was simple: upon entering the stadium, fans can control the Purple Cam via the official RSCA-app, or through the bespoke www.purplecam.be site.
After connecting to the Purple Cam, the fan simply enters his or her seat number into the user interface and one of the eight cameras will automatically zoom in on them and take the perfect group photo.
Once the photo is taken, the fan can also fool around with pimping features and special filters (including the ability to add a BNP Paribas Fortis or RSCA branded filter) and then fans could download or share the picture online via Facebook and Twitter.
To encourage the use of the Purple Cam, the most crazy picture shared socially won a unique fan prize: prizes ranged from signed shirts or footballs, to player meet-and-greets and VIP tickets.
BNP Paribas Fortis – Purple Cam from Sportizon on Vimeo.
PurpleCam, named after the team’s famous purple/mauve kit, was created in response to a brief from the bank to increase brand awareness, visibility and sympathy for BNP Paribas Fortis through its sponsorship of RSC Anderlecht..
The initiative, developed in harness with specialist Belgian sports agency Sportizon for the Belgian financial giant, created an exceptional, tech-led fan experience that reflected both the bank and the club’s brand promises.
Thus for BNP Paribas Fortis this meant “The bank for a changing world” and for RSC Anderlecht it meant bringing to life its commitment to act “as a Champion in every activity”.
The initiative stretched across all fans – from those in the terraces to those in the VIP seats – and linked fans physically linked in the stadium to a digital platform in a fun and non-intrusive way.
The background to the initiative was that since RSCA and BNP Paribas Fortis had sponsored RSCA since 1981, a new, innovative idea was needed to captivate fan attention and enhance the stadium experience.
The idea was to find a fan friendly solution to the challenge of taking a good group selfie in a stadium without having to hand over your phone to stranger to take the picture and without having to miss any of the match or block anyone else’s view of the action.
PurpleCam was promoted to all RSC Anderlecht fans through extensive pre-game communication before home matches which invited the fans to take their unique selfie in the stadium with speaker announcements, matchday programs, LED boards, TV screens, flyers and social media posts (some of which featured RSCA players and other the club mascot).
The bank, club and agency team also created a cinematic short film for fans which ran on social media and in cinemas across Belgium.
This eight-minute film told the story of two Aubel football fans who are jealous of Anderlecht’s awesome Purple Cam and featured two of Belgium’s most famous actors – Tom Audenaert and Erico Salamone – and the world famous former Red Devil Walter Basseggio, plus Anderlecht’s best known supporter Michou and a group of Aubel fans (who experienced a special 48 hours on the film set in the Constant Vanden Stock Stadium itself where, between the two days of shooting, the supporters were even allowed to spend the night on the football field).
While Aubel even got a once-in-a-lifetime chance to play Anderlecht to inaugurate their new stadium.
The film came in both Dutch
BNP // Purple Cam // NL from Octopods // Agency + Film // on Vimeo.
and French versions.
BNP // Purple Cam // FR from Octopods // Agency + Film // on Vimeo.
The campaign was created by a Sportizon team led by Nik Schotsmans, Michel Francken and Bartel Lambeau.
Comment:
This is an inventive and well rounded fan engagement platform by Belgium’s biggest bank for its biggest football club.
In terms of results, more than 7.800 pictures were taken by PurpleCam in the first 6 games.
The initiative generated an impressive 863.400 impressions on Facebook and Twitter during those first 6 games and generated 38,100 user interactions.
It is a smart and tech-savvy selfie activation which, as far as we are aware, is the first of its kind that we have seen in the European football space.
PurpleCam also celebrated the 40-year partnership between the bank and the club: one of the longest running football sponsorships in Europe.
Links:
BNP Paribas Fortis
https://www.bnpparibasfortis.be/
https://twitter.com/bnppfbelgique
https://www.facebook.com/BNPParibasFortisBelgique
https://www.linkedin.com/company/bnpparibasfortis
https://www.youtube.com/user/bnppfbelgie/featured
RSC Anderlecht
https://www.youtube.com/user/Rsca
https://www.instagram.com/rscanderlecht/
https://www.facebook.com/rsca.be/
https://twitter.com/rscanderlecht
Sportizon
https://www.facebook.com/sportizon
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