SUPERBOWL LIV SOCIAL INTERACTIVE DISPLAY

In 2020, Twitter collaborated with the NFL and Microsoft to create an Interactive Booth for Super Bowl LIV Media Center Event, showcasing Twitter's capabilities as a social data source. They partnered with Sprinklr to design a 3x3 Social Experience Wall Display that highlighted key social statistics of NFL players, including posts, sentiment analysis, follower counts, and mentions.

With Sprinklr and Display, we transformed raw data into an engaging, data-driven exhibit that resonated with event attendees. This case study explores the strategies, design choices, and technological innovations that made the project a success, demonstrating the power of collaboration in crafting memorable interactive experiences.

ABOUT SUPERBOWL LIV SOCIAL EVENT

DISCOVERING THE NEED

The Super Bowl LIV Media Center Event provided Twitter with a prime opportunity to engage a high-profile audience that included TV hosts, celebrities, and NFL players. To maximize the impact of this engagement, Twitter sought a strategic approach to captivate these influential figures and enhance their social presence across digital platforms.

Challenges

• High-Profile Engagement: Capturing the attention of individuals with substantial online followings demanded a tailored approach to ensure their active participation and interaction on the platform.

• Enhanced Social Visibility: Twitter needed to develop a strategy to amplify the visibility of posts from these influencers, thereby strengthening their social impact.

FRAMING THE CHALLENGE

The primary objective of this design project was to captivate and engage booth visitors by fostering active interaction with the experience. To achieve this, we conducted extensive experimentation with diverse design concepts and interactive elements. After thorough ideation and analysis, we concluded that emulating the interface of a football video game—allowing users to select characters and view detailed football statistics—would be the most effective strategy to meet our engagement goals.

Research

Twitter showed us a rendering of the space layout, featuring a 3x3 display on the far wall. In front of the screen was a living room setup, designed to create a comfortable viewing area.

Audience

The booth was open for everyone to explore the interactive experience, but our main goal was to attract the attending football players. To achieve this, we used Sprinklr's AI to gather detailed information on all 300+ players, including mentions, sentiment, positive branded posts, and regional popularity.

BUILDING THE BLOCKS

We designed mockups of the product that would contain the charts that were gonna be included, adding the unique specific customizable functions of each on the right-side tab.

The Display platform will have a drag-and-drop interface, making it easy for users to select and place widgets—like social posts or charts—on the main panel. Users can resize and move these widgets freely within the panel.

Each widget will come with a core set of customizable features, so users can adjust the appearance and functionality to fit their needs. For more complex widgets, extra customization options will be available to handle different levels of detail and functionality.

Initial Mockups

Final iteration of the Wall (2020)

Football Video Game Simulation:

We developed an interactive experience inspired by football video games, allowing visitors to select characters from a menu and explore detailed football player statistics. The user interface was meticulously designed to be both intuitive and visually engaging, ensuring it resonated with football enthusiasts.

Virtual Remote Control via Wireless iPad:

To elevate user engagement, we introduced a virtual remote control feature accessible through a wireless iPad. This enabled visitors to comfortably browse and select football players from their seats, seamlessly integrating with the interactive display for a user-friendly and convenient experience.

Impact

The innovative design led to significant positive outcomes:

• Increased Booth Traffic: The captivating football video game concept attracted a substantial number of visitors, effectively meeting our goal of drawing attention.

• Extended User Interaction: The iPad-based virtual remote control encouraged prolonged user engagement, allowing visitors to explore the experience at their own pace.

• Enhanced Brand Engagement: By offering a highly interactive and immersive experience, we strengthened the brand's connection with booth attendees, leaving a lasting impression.

This case study demonstrates our ability to create interactive solutions that not only meet but exceed engagement objectives, transforming a standard booth into a memorable and captivating experience for visitors.

WHAT DID WE LEARNED?