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MetLife deployed a fan engagement program at the New Meadowlands Stadium in East Rutherford, N.J., for New York Giants and Jets fans in an effort to make its brand more approachable and reshape the perception that life insurance companies are intimidating.
The company developed an interactive program built on the premise of "democraticizing the fan experience," said Jeffrey Damon, VP of corporate creative services at MetLife.
The program, MetLife Central, sppanned 18 home games of the New York Giants and Jets from August 2010 to January 2011. It featured various fan activities on the four levels of the football stadium from the plaza to the third tier.
STRATEGY: MetLife turned to SapientNitro, which had worked on its website in 2008, to create MetLife Central as an interactive in-stadium experience, as well as a microsite to continue the conversation.
From pregame to halftime, fans were able to participate in technology-based interactive activities such as green screen photographs and a fourth quarter countdown sweepstakes game modeled after the Zoltar fortune teller machine from the 1988 film Big.
Additional activities included photos with Snoopy,...