BNP Paribas Fortis
To celebrate its 38 years of RSC Anderlecht sponsorship, BNP Paribas Fortis wanted a year-long digital activation that created an exceptional fan experience during all match days at the Constant Vanden Stock stadium powered by BNP.
We introduced “Purple Cam”, a world première in soccer digital activation that uses a unique and innovating technology to drive fan engagement. It offered RSCA fans a novel opportunity to share their football excitement online. With “Purple Cam” we created a 2.0 version of the famous Kiss Cam, but with a twist: the fans are now in charge of the camera.
Extensive pre-game communication before every home game invited the fans to take their unique selfie in the stadium: speaker announcements, smart (location based targeted) social media campaigns, LED boards, TV screens, flyers, the whole shebang. And that’s not all: for every “Purple Cam” picture shared, the fan can win fantastic prizes such as autographed shirts, a meet & greet with the players, VIP tickets etc.
But BNP Paribas Fortis did not stop there in terms of communication. They wanted to tell the “Purple Cam” story in a way that fits its innovative nature. So forget yet another classic 30 seconds commercial. Instead, BNP Paribas Fortis created a cinematic short film for the fans that was aired on social media and cinemas all over Belgium.
“Purple Cam” boosted the RSC Anderlecht fans sharing game-day excitement to never-before-seen-heights. Per game over 1.300 group photos were taken, generating over 144.000 impressions on social media and 6.400 engagement actions.