Mercedes-Benz x Golden State Warriors Activation
San Francisco, CA | Chase Center | Nov 2022 - April 2023
Creative Direction | Brand Identity | Production Oversight | Design/Project Management | Client Relations
Our Strategy: To increase engagement at the Mercedes-Benz footprint outside the Chase Center, Engine Shop Agency drew key connections between the Golden State Warriors’ winning energy and Mercedes-Benz excitement to educate fans about their brand through an engaging gamified experience.
The Activation: The Golden State Warriors’ winning energy is what bring people to the area, so Engine Shop Agency put faithful Warriors to the test to figure out who’s a die hard fan or a new fan in a GSW and Mercedes-EQ themed trivia challenge. Covetable signed memorabilia and personalized videos featuring Mercedes-Benz brand ambassador Klay Thompson were awarded to top winners of each activation day.
Ambassador Integration: Our agency created and executed original content with ambassador Klay Thompson to be used as pre-recorded video messages to all trivia participants while winners received a congratulatory message and losers got a video thanking them for playing. The top trivia scorer from each plaza activation were sent autographed Klay Thompson memorabilia of either a jersey, t-shirt or championship photo frame.
Program Overview
Trivia Challenge Plaza Display Creative: The trivia challenge driven by Mercedes-Benz allowed fans to test their knowledge of Golden State and the Mercedes-Benz EQ vehicle lineup. We created our original footprint after an outdoor basketball court, complete with a half court floor design, premium chain metal fencing backdrops, and decorative basketball printed with EQ facts and feature details. The trivia game was custom made UX/UI designed along with all creative elements at the Plaza Activation.
Trivia Game Design: Participants entered personal contact information and received a QR code. From there, they either selected the Blue or Gold team and could play against another Fan or Solo. Players had 20 seconds to respond to each question, which tested their knowledge of GSW history and key details about the Mercedes-Benz current lineup capabilities. Each question was worth 50 points and guessing the right answer before the other team earned that player a time bonus. The game consisted of the best of 7 series, with the first to win 4 questions winning the matchup and the right to receive exclusive Warriors memorabilia.
Activation Overview
o 3,300+ consumers engaged during the 5 month activation
o 1,800+ total consumers registered to play the trivia game
o 1,416% + YoY increase in leads captured at the Plaza Activation
o 350% + YoY increase in registrants at the Plaza Activation
o 45% + YoY increase on leads captured across all arena touchpoints
Brand Impact
Gallery
