Experience Abu Dhabi’s Penalty Itinerary

On July 25th, 2024, Go2 collaborated with Ogilvy and Experience Abu Dhabi to create an interactive penalty game for the block party at the fan engagement zone of the Manchester City match that took place in New York City.

The main goal was to create an interactive brand activation to promote Abu Dhabi’s tourist destinations in a fun and engaging way, targeting soccer fans and potential travellers.

Execution:

We wanted to be innovative and integrate technology to create a unique experience. So, we designed a large penalty game in which participants had three chances to kick a soccer ball toward 20 possible tiles displayed on a massive LED Wall behind the goal net. When a player hit a tile, a tourist experience from Abu Dhabi was revealed.

Participants who successfully hit three different experiences were entered into a sweepstakes for a chance to win a trip to Abu Dhabi to experience the itinerary they had just uncovered in the game. A QR code was presented to drive traffic online to a site that showed a potential winning itinerary.

Results

The activation was a huge success, with many enthusiastic participants eager to win the trip and engage with the brand before the soccer match. The event generated significant social media buzz, with attendees sharing their game experiences and personalized itineraries online. This increased brand awareness for Experience Abu Dhabi and left a lasting positive impression on the audience.

Why It Stands Out:

“Experience Abu Dhabi’s Penalty Itinerary” is a perfect example of how interactive experiences can elevate brand activations. By blending the excitement of a soccer match with the desire to travel, Go2 Productions created a memorable, engaging activation that effectively promoted Abu Dhabi as a top tourist destination. The project demonstrated our ability to create unique, high-impact experiences that drive meaningful engagement at the speed of like.