Projects: MLS Fans Morph Into Virtual Bobblehead Dolls

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The sports marketing interactive agency MVP Interactive has been doing a fan engagement thing with BBVA Compass Bank and Major League Soccer’s Houston Dynamo that lets people see themselves as a virtual bobblehead dolls outfitted in Dynamo colors or wearing virtual face paint. The photos generated can then be shared with friends.

Says a news release:

At Dynamo home games these past two weeks, MVP Interactive deployed its Morphing Station in the concourse of BBVA Compass Stadium. Fans who engaged the freestanding kiosk had their picture taken by the unit’s embedded camera. The facial recognition software registered the users face and their image appeared on the 55” touchscreen, at which point the fan could then choose from options including hairdos, skin tone and jerseys to customize their human bobblehead or select their “Forever Orange” virtual face paint. The final result produced a free virtual bobblehead or “Forever Orange” face paint image that the fan could choose to receive by entering their email address and then upload directly to Facebook or Twitter.

In two weeks, the campaign produced more than 3,100 impressions and captured close to 300 email addresses. BBVA Compass Bank saw a 50% increase in credit card applications as a result.

“These days, fans visit stadiums and arenas not just to see the game but to be entertained and to have a great time at the venue itself,” said James Giglio, CEO of MVP Interactive. “The Morphing Station is an innovative and fun way for fans of the Dynamo to show their enthusiasm for the team and adds another element of engagement and excitement to the experience of going to a game at BBVA Compass Stadium. It also provides BBVA Compass the ability to connect with consumers in an unprecedented, fun way — something for which financial institutions aren’t widely known.”

This is the latest Morphing Station activation unveiled by MVP Interactive. The kiosks debuted at the NBA All-Star Weekend in Houston this past February where more than 1500 interactions were generated and was also deployed for Houston Rocket NBA playoff games at the Toyota Center.