Finland hosted the first major international basketball event in 50 years in Helsinki. The organizing federation wanted to create a spectacle that spans out of the arena and touches everyone in Finland – at the arena, in the host city Helsinki and all across Finland. Elämys Group planned and executed a modern era sports experience with fan zones, parties, hospitality events and a broad campaign in digital and non-digital marketing and media platforms.
Creative idea was a concept called “The 6th Player” including: 1. Launch of “6th player” official fan network to collect new fans to database 2. “6th player” partner concept to engage existing corporate partners and find new ones. a. Extensive marketing campaign for partners under “6th Player” umbrella. b. Exclusively tailored promotion campaigns for all partners c. Social video campaign where “6th player” partners got to show how they support National team – similar videos were made of fans, players parents, etc. 3. Event concept including
a. Official fan zone next to Arena b. Additional “6th Player” fan zone in the center of the including public viewing and basketball field for everyone to try the game c. 20 local “6th Player” fan zones around the country. Local clubs organized – tool pack provided by event agency. d. “6th Player” night club for fans to gather after every game e. 4 Different hospitality experiences to suit all kinds of partner needs.
