Since 1989, the 100 Black Men of Atlanta has had a rich history of presenting the Bank of America Atlanta Football Classic (AFC), one of the nation’s largest black college football games, to a crowd of tens of thousands of fans who travel near and far for this annual tradition. As a sponsor of the 2012 AFC game, Walmart sought to extend their sponsorship by organically integrating the brand into the game experience to include fan engagement beyond in stadium branding and activation concepts that drive value for attendees.
We conceptualized an activation that would naturally integrate the Walmart brand into the entire game experience. This included rebranding the Georgia Dome’s main parking lot as the Walmart $5 Rollback Parking Lot to look and feel like Walmart and promote the value proposition that Walmart saves its customers money. Branding included fence wrapping, tear drop flags, directionals, yard signs, and other visual elements consistent with the theme.
The activation also included in-stadium multimedia components, including jumbotron placement, LED ribbon board, PA announcements, a half-time check presentation, print ad, national TV spots, celebrity meet & greets, pre-game events, and digital promotions. Ultimately, this was about the brand more deeply engaging fans of the Atlanta Football Classic.