Hospitality

Based around a bespoke game prediction algorithm, KFC’s 2019 sponsorship of the Riot Games-operated League of Legends Pro League in China smashed the brand’s exposure and sales goals.

For the final stages of the 2020 Uefa Champions League, with matches played behind closed doors after the tournament’s pandemic-enforced shutdown, Hotels.com activated around the idea of watching the match from somewhere special.

To celebrate the start of the Vancouver Canucks’ 50th season in 2019-20, the team linked up with coffee and donut chain Tim Hortons as presenting partner of a pre-season scavenger hunt.

In January 2020, Dunkin’ Donuts launched a player-fronted campaign around the NHL Winter Classic to promote its Cold Brew Coffee.

For the 2019-20 NFL season, hotel partner Courtyard by Marriot’s season-long activation programme climaxed with the fifth iteration of its ‘Super Bowl Sleepover’ contest.

Around the 2018-19 Champions League final, Hotels.com created a UK-focused add-on to its activation programme that took a small group of influencers to Madrid.

Burger King brought global fame to Stevenage FC in the 2019-20 season, incentivising Fifa 20 players to make the little-known English club into the ‘biggest team online’.

Launched to drive awareness of Canadian coffee chain Tim Horton’s enhanced partnership with Hockey Canada, the campaign linked the brand to Canadian legend Wayne Gretzky.

At the 2019 Hong Kong Sevens, French rugby legend Sébastien Chabal fronted activations for Marriott aimed at promoting the Bonvoy rewards programme in Asia-Pacific.

At the 2019 World Series, Taco Bell rolled out the seventh iteration of its ‘Steal a Base, Steal a Taco’ campaign with a strand allowing fans to gamble on which player would steal the crucial base.

Expedia-owned Hotels.com activated its rights at Spurs during the 2018-19 season with a programme that spanned digital signage, perimeter LEDs, big screens and interior television both at the club’s temporary Wembley home and then its new stadium.

Marriott signed as Manchester United’s first official hotel partner primarily to promote awareness of its new Marriott Bonvoy Rewards brand.

PSG wants the same kind of brand cachet as baseball’s New York Yankees or Italian motor racing team Ferrari.

The ‘Where Winners Feel at Home’ activation was built around the creation of a fully functioning hotel room – with pitch view – in Bayern’s Allianz Arena.

Uber Eats set out to grab the attention of the Australian Open audience with post-ad break spots that replicated the event so effectively that viewers thought they had returned to the tennis broadcast.

The Canadian coffee giant teamed up with the NHL, Hockey Canada and athlete ambassadors Sidney Crosby and Nathan MacKinnon to give the Kenya Ice Lions the experience of a lifetime.