Icon met FIFA’s request for an interactive branding experience that would engage fans attending the Club World Cup in Morocco during December by providing various elements at the Marrakesh Fan Zone, a 144-m2 structure.
The installation comprised two key elements; the first of which was an interactive photo booth. Having registered their details, fans could choose, via tablet, from a range of stadia backdrops and star footballers to create the setting for their memorable photo. This image was then emailed to them to share via social media and to act as a reminder of their FIFA experience.
The second aspect was an experiential structure with a capacity for 75 people. Here, fans viewed a seven minute experience that incorporated film footage relayed onto a giant LED proscenium arch, plus animations and holographic images of the FIFA World Cup Trophy and Christian Karembeu, a previous FIFA World Cup winner.
By the end of the tournament, it was estimated that 28,000 people had experienced the installation and an average of 300–400 photos per day had been uploaded to the social media platforms.
