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MLS ALL-STAR SKILLS CHALLENGE: ON TOUR

MLS All-Star Game Mobile Tour

MLS

OBJECTIVE

The stars come out for MLS All-Star week: It’s the ultimate showcase of technical ability and fun found in the world’s most popular sport. To drive the buzz from a grassroots level right up to the 2022 All-Star Game at Allianz Field, how could fans be engaged in a way that makes them feel like the pros?
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SOLUTIONS

A scaled-down version of the same soccer skills competition the pros take on was the vehicle - literally. A customized tour bus traveled to key events and transformed into a fully automated target shooting contest. With live digital leaderboards determining prizes, athlete appearances and shareable content, the excitement level stayed high from stop to stop. The grand prize? The fan with the tour’s highest score got to kick on-field with the All Stars for a shot at $25,000.

Results

The tour is still live and continues to draw crowds and major media attention everywhere it goes while increasing game ticket sales. By bringing the All-Star experience to the people, MLS is bringing more people to the All-Star Game.

OBJECTIVE

The stars come out for MLS All-Star week: It’s the ultimate showcase of technical ability and fun found in the world’s most popular sport. To drive the buzz from a grassroots level right up to the 2022 All-Star Game at Allianz Field, how could fans be engaged in a way that makes them feel like the pros?

SOLUTIONS

A scaled-down version of the same soccer skills competition the pros take on was the vehicle - literally. A customized tour bus traveled to key events and transformed into a fully automated target shooting contest. With live digital leaderboards determining prizes, athlete appearances and shareable content, the excitement level stayed high from stop to stop. The grand prize? The fan with the tour’s highest score got to kick on-field with the All Stars for a shot at $25,000.

Results

The tour is still live and continues to draw crowds and major media attention everywhere it goes while increasing game ticket sales. By bringing the All-Star experience to the people, MLS is bringing more people to the All-Star Game.
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