Activating Target at the MLS All-Star Game
The challenge:
Launch Target’s new partnership with Major League Soccer in an impactful way at the MLS All-Stars game, and show the soccer fanatics how serious we are about the beautiful game.
The Idea:
An all-day celebration event that pitches fans as the true winners now that Target is a major MLS sponsor.
The Execution:
A Chicago style street fair featuring favorite local food trucks, t-shirt customization and photo opportunities that put fans right into the action.
The set up was designed to have a singular, iconic Target-red center pitch with constant programming including multiple MLS All Stars, World Class Freestylers and Bullseye the Dog himself. As the final day time touchpoint, the Homegrown Game (Rising Stars) was live streamed onsite to create a further connection back to the MLS.
With each shot, the iconic Tribune Tower reacted in real-time with hit or miss animations that brought the crowd below to a frenzy, and served notice that Target was taking soccer to new heights (literally).
As night fell on Chicago, the space transitioned into a spectacle unlike any other. Taking aim at moving Bullseye targets on an LED wall, guests stepped up to a penalty kick.
DATE
08.2023
RESULTS
Over 23k people attended in a single day
Over 20k impressions