Interact with the Pack

Gen City Labs teamed up with Associated Bank to create the augmented reality experience that forged a connection between players and fans by making fans feel as if their favorite stars were standing side-by-side with them. Following the experience, participants can receive their memento, an autographed photo with their favorite player, via email to share with friends and family on social media.

“When you go to an NFL game, your overall experience extends far beyond the game itself. The whole event is a gigantic interaction — from tailgating to high-fiving the person next to you and cheering in unison with the tens-of-thousands of fans packed into the stadium with you,” said Mike Schaiman, Managing Director, GCL. With ‘Interact with the Pack,’ we were able to add to this game day experience for Packers fans by bringing to life something they could have previously only dreamed of — the ability to interact with their favorite players. Augmented reality allowed us to seamlessly insert some of Green Bay’s biggest stars into what looks and feels like a live photo shoot with fans, creating unique and memorable experiences for those who checked it out and providing Associated Bank with a fun way to interact with current and potential customers.”

“Interact with the Pack” became Associated Bank’s cornerstone game day campaign for the 2017/18 and the 2018/19 seasons. The campaign yielded an astounding participation of about 1,200 fans per event.

Interact with the Pack received a silver award in the business-to-consumer category for best use of a single technology at Event Marketer’s 2017 Experience and Design Technology Awards. Event Marketer holds one of the world’s largest recognition programs honoring the best-designed live engagements across industries.