Experiential | Digital | Social
During the summer of 2014, the excitement was building for the World Cup, hosted this time in Brazil. ITV were jointly showing the games throughout the tournament, and wanted an event to highlight their involvement. We helped create a fanzone in Manchester where the games could be shown live, complete with beach football pitch featuring exhibition games. And for the England v Uruguay game we delivered a world first – the first ever 4D game, as we aired the game on the big screen whilst releasing the smells of the World Cup to the audiences throughout – freshly cut grass as they teams came out, the smell of a roast dinner when the England national anthem played, and the smells of limes and coconuts at half-time, a truly immersive event.
DID IT WORK?
As part of the campaign we invited audiences to vote on their ‘smell of victory’, the smell to be released during the national anthem. Over 60,000 people votes – the winner being a roast dinner – and the campaign was covered on national TV and press. Around 200,000 people attended the fan park, firmly putting ITV at the heart of popular culture once again.