AFL Gather Round Full-Scale Activation at Rundle Mall, Adelaide.

Their mission was clear: infuse the heart of Adelaide's CBD with the electrifying energy and excitement typically reserved for match days at Adelaide Oval. Through an innovative blend of interactive experiences and immersive branding, Polite Playground aimed to captivate audiences and reignite their passion for AFL.

Spanning four exhilarating days, the AFL Gather Round activation at Rundle Mall aimed to immerse attendees in a whirlwind of football fervor. By seamlessly transplanting elements of Adelaide Oval into the heart of the city, the activation sought to create an indelible experience for fans of all ages. 

From thrilling athletic challenges to captivating digital games, every facet of the activation was meticulously curated to evoke the infectious excitement and camaraderie synonymous with AFL matches.

Let's delve into the key activation elements our team flawlessly executed:

• 1. Jump Test:

The Jump Test injected a palpable sense of competition and athleticism into the activation. Enthusiastic attendees eagerly embraced the opportunity to test their vertical leap using the jump test pole. It quickly emerged as a crowd favorite, with queues forming eagerly as participants aimed to showcase their athletic prowess.

• 2. Custom AFL Player Cards:

Leveraging greenscreen integration and a DSLR Studio Booth, we crafted personalized player cards that became a highlight of the event. Attendees reveled in the chance to have their photo taken in front of the greenscreen, resulting in over 2931 digital photos captured. Furthermore, more than 3000 physical player cards were printed, showcasing the user's name and stats. The activation garnered a total reach exceeding 576,534 and elicited 2218 shares across various social media platforms, amplifying the event's impact.

• 3. Digital Quiz Game:

Our engaging digital quiz game offered participants an interactive and intellectually stimulating experience. Attendees eagerly put their AFL knowledge to the test, vying for a coveted spot on the real-time leaderboard. Approximately 115 participants engaged daily, with a total of 572 individuals completing the quiz, further enhancing the event's reach and impact.

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• 4. Digital Reaction Test:

Captivating audiences with an immersive setup featuring a digital reaction test and expansive LED screens, the Digital Reaction Test became an instant hit. Participants of all ages eagerly tested their reflexes by swiftly tapping footballs appearing on the screen. Over 2000 games were played across the five exhilarating days, attracting a diverse audience and contributing to the activation's resounding success.

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The activation area was meticulously adorned with a 6m x 20m marquee, boasting custom-branded gables and an array of secondary elements including backdrops, flag banners, and custom merch bins. 

Additional features such as trussing, signage, astro turf, picket fencing, and AV and audio equipment were seamlessly integrated to elevate the overall experience. Special appearances by AFL players further heightened the excitement, drawing in over 10,000 attendees throughout the event's duration.

Despite minor challenges such as the time-consuming data capture process, attendee feedback overwhelmingly affirmed the activation's success. High foot traffic and queues observed at various activities, particularly during peak times, underscored the event's widespread appeal and impact. 

The AFL Gather Round activation at Rundle Mall served as a shining example of the transformative power of experiential marketing. 

By seamlessly blending elements of AFL culture with urban vibrancy, Polite Playground succeeded in creating an unforgettable and immersive experience for attendees. Moving forward, the lessons learned from this resoundingly successful event will guide future activations, cementing the AFL's position as a unifying force within the Adelaide community.

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