PUMA’s football match at Grand Central Station
The 25th July event was complete with Arsenal FC players, the beloved mascot ‘Gunnersaurus’, a larger-than life replica of Arsenal FC’s iconic cannon and a host of activities throughout the day.
The day kicked off with local youth football clubs participating in tournaments on an indoor football pitch in Vanderbilt Hall. The victorious team could then play against Arsenal athletes. Inbetween these matches, activities included a viewing of the FA Cup trophy, and plenty of photo opportunities with the star footballers, good old ‘Gunnerseraus’ and the 30-foot canon replica, which acted as a nod to the club’s logo and history (Arsenal FC was founded in 1886 by workers at an armaments factory and thus often referred to as 'the Gunners').
The #StrongerTogether hashtag was prominent throughout the hall, and attendees were encouraged to use it when talking about the event on social media. Digital tablets were also dotted around the hall allowing guests to check out the new PUMA Arsenal Football Club Kit.
With its vast footfall Grand Central’s Vanderbilt Hall is a great location for orchestrating an eye-catching experiential marketing activation like this. This isn’t the first time I’ve featured an experiential marketing activation that took place in Grand Central Station; J.P. Morgan hosted a squash tournament, and Target unveiled a life-sized dolls house there.