Leveraging the passion that fans bring to sporting events and concerts, MetLife Central was developed around enhancing event goers visits and providing them with both digital souvenirs and creative and immersive experiences. Starting with the micro site hub, we created an experience and loyalty program that was centrally accessible, and enhanced their stadium visit by providing engaging activities that let them not only take home souvenirs and win prizes, but also share with others outside of the stadium. The site served as the central location for driving awareness and promoting MetLife brand awareness.

MetLife Central launched in September 2010 and membership has grown over the course of the 2010 NFL season. Traffic through the MetLife Central section of the New Meadowlands has increased relative to the other sections and has become the anticipated gathering spot for event attendees. To date the venue averages 1600 Countdown Card sign ups per event and over 3700 prizes have been won. Further, by giving loyalty members real time updates for the Countdown Club contest, we created unique moments for fans to share during the game itself.