The company that “wired” the Olympics is promoting its Internet services, primarily Wi-Fi broadband, with a two-story brand experience at the London Live Fanfest.
British Telecom is going all out at the Summer Games, using a massive marketing blitz to drop a branded net over the entire city of London. Much like Bell Canada did in Vancouver, the company is activating the Olympics to show off the power of its broadband and Wi-Fi capabilities.
As the title sponsor of the BT London Live fanfests staged throughout London, the company is interacting with consumers talking up Wi-Fi, broadband, cable and how BT products are making the Games possible. At the largest London Live fest, at Hyde Park, the company has set up an elaborate two-story brand experience that brings it all to life. The structure serves double-duty, both literally and figuratively, with a first floor dedicated to consumer engagement and a second level for b-to-b hospitality.
Entrance and right side: Upon entering the plant-lined pavilion front, brand ambassadors wearing “Ask Me About Free Wi-Fi” welcome visitors with a small card that provides codes for free wireless access (at BT hot spots around the city) and a quick intro to the space. From there, guests cruise in one of a number of directions. To the right is a large living room-style area wrapped in curved wood beams boasting raised floors, cool lighting and white leather couches attached to tablets. Consumer can test the BT Wi-Fi capabilities while relaxing and surfing the web. Rear: Beyond that, a main stage on which consumers compete against each other playing Xbox 360 Olympic videogames while their action gets beamed to a huge screen on the stage(and fans cheer). A leaderboard posts winners; those who win advance to additional rounds to win prizes. Center area: To show off the power of its broadband service, a cylindrical gaming area allows consumers to play online video games and Internet kiosks let folks surf the web.
The left side of the footprint is an EM design favorite, with a viewing “embedded” lounges (combination couch, TV, pillow, bunk bed) built into the walls. Consumers literally slide (and climb) into the curved structures and watch TV on the ceiling. There is also an augmented reality area tied to a nod to London hat collecting in which consumers are prompted to download an app and then take photos of a collection of hats hanging on white pole to trigger content and additional interactives and apps.