At the European Aquatics Championships in Paris, Seyu and European Aquatics created an interactive fan experience that brought spectators closer to the action - while giving BioTechUSA a natural place within the digital journey.
Fans could take part in the SelfieCAM activation and, as part of their journey, encounter a BioTechUSA-branded pop-up directly within the experience. By tapping the pop-up, participating fans could add a digital wallet pass to their phone, saving their BioTechUSA discount for later use.
This meant the brand was not simply displayed around the venue. BioTechUSA became part of the interaction itself - appearing at a moment when fans were already engaged and giving them a clear, useful reason to interact with the brand.
From engagement to lasting brand interaction
The activation created a simple journey:
Engage → Interact → Save → Take the brand experience beyond the venue
For BioTechUSA, this offered a way to turn the attention generated by a major international sporting event into a direct digital touchpoint with an audience already engaged with sports and an active lifestyle.
The wider activation also proved the value of combining fan-generated content with commercial opportunities. Fans actively participated in the experience, while the event and its partners could use the same digital journey to deliver relevant brand messages, offers and further engagement.
Beyond sponsorship visibility
The Paris Championships demonstrated that sponsorship visibility doesn't have to stop at a logo on a screen. When brands become part of the fan journey, visibility can become interaction - and interaction can become something fans take with them beyond the event.