iiNet to launch giant interactive game projection at Hawthorn vs Freo match via ApolloNation

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iiNet projection.jpgThis Friday at the AFL grand final rematch between Hawthorn and Fremantle, Hawk’s major sponsor iiNet will launch a first-of-a-kind larger than life virtual experience at the MCG, involving a giant interactive game projected onto the outside of the stadium, devised and implemented by ApolloNation.

Using the MCG’s Great Southern Stand as the backdrop, ApolloNation has produced a virtual game that will be light projected onto the stand to offer the biggest kick for goal interactive game ever. iiNet Big Kick uses infrared and light projection technology that allow fans the chance to kick a goal through the MGC wall. Participants will be challenged to kick a “virtual” goal from outside the MCG, through the wall of the Great Southern Stand and through the goals on the ground, as the walls of the Great Southern stand crumble away to reveal the goals.

The activation makes up part the season-long sponsorship campaign: iiNet Game Day Upgraded, which allows Hawks supporters the opportunity to upgrade their match day experience through various touch-points both digitally and at experiential live events.

Says Alicia Phillis, iiNet sponsorship manager: “iiNet is a technology company with a history of innovation. We’ve introduced a swag load of firsts in telecommunications, and we’re thrilled to bring such an exciting activation to our Hawks fans at the home of football. This is another example of our commitment to improving the fan on-ground fan experience through our Game Day Upgraded campaign. We look forward to upgrading the game day of many more Hawks fans throughout the year.”

Says James Tamanika, business director at ApolloNation: “This is a first in size and scale for an interactive gesture based game in Australia. It has been great to work with a client like iiNet, who have been so receptive to innovative ideas and we can’t wait to bring this unique game day experience to the public.”

As well as the projection, ApolloNation will manage a number of activations both on and off the MCG concourse for iiNet this season. Large remote-controlled blimps will circle the MCG concourse, whist brand ambassadors will hand out branded thundersticks, promoting the campaign and giving punters the chance to win an upgraded Game Day experience.

The campaign’s digital experience is via the iiNet Facebook page where Game Day Upgraded ambassador, Josh “Gibbo” Gibson, tells fans about a series of weekly themes of how fans can upgrade their club passion points, such as team song, club logo, or even their game day essentials, for a chance to win an upgraded VIP game day experience and other great money-can’t buy experiences. The digital platform also involves Josh sharing some behind the scenes insight through a select range of short videos called “Gibbo’s Gabs”, accessible via QR codes printed on the thundersticks at each Game Day experience throughout the season.

2013 Premiership player Brian Lake will participate in the iiNet Big Kick this Friday from 7:15-7:30pm, with coverage to be included in the Channel 7 broadcast.