LOCALE: New York City + East Rutherford, NJ (MetLife Stadium)
In 2010, MetLife became one of the 4 cornerstone partners to kickoff MetLife Stadium’s inaugural year as the new home of the New York Jets and New York Giants football clubs. To leverage this partnership and loyal fan base, the company created MetLife Central, an immersive in-stadium fan activation program at MetLife Stadium. This in-stadium experience was anchored around the following integrations:
The Countdown Card: a centralized fan loyalty program called that provided access to activities, prizes and giveaways.
Interactive touchscreen and green screen video activities.
A branded mobile prizing and informational app.
A 50-ft LED screen showcasing MetLife branded content throughout pre-, in- and post-game activities..
A promotional prizing and athlete appearance program.
A turf field activation with competitions such as Football Toss, Skills & Drills, Field Goal Kick and more.
THE WORK: Project Management (Ideation, Strategic Planning, Operations, Logistics, Design, Content Capture)