The NFL Players’ Lounge Experience redefined current practices of gifting lounges by elevating the standard “grab and bag” warehouse activation to an organic meaningful experience that drove brand affinity, built relationships and provided guests, sponsors and the NFL an opportunity to come together.
Hatch partnered with the NFL to create a unique opportunity for guests of the NFL Honors Sponsor Suite to relax, socialize with each other, enjoy live entertainment, sample food and drink pairings and, most of all, just enjoy a unique experience.
Designed in the spirit of a modern day social club the Lounge was carefully appointed and branded incorporating sponsor activations that were organically woven into the design to create an immersive experience rather than a department store atmosphere.
Sponsors showcased their products in a relaxed and relevant atmosphere allowing for real conversation. Guests “shopped” with the aid of a concierge system that let participants choose items that were of interest, learn about sponsors and receive product via FedEx or personal delivery.
The real value of the NFL Honors Sponsor Suite was its ability to create a mutually beneficial relationship for all involved. NFL activations drove brand association prior to, during and long after the doors closed through relevant media coverage and a social media activations.
Fans were able to share the experience via Twitter, Facebook and posted content on the NFL website and YouTube partners.
