The entire Fan Cam activation was designed to promote HSBC’s sponsorship of the Hong Kong Sevens Rugby Tournament and celebrate the bank’s 150th anniversary, by throwing the biggest party on the planet.

To get the party started the whole activation was focused on the one moment where we knew we could get the attention of the audience – inside the stadium. With only the digital stadium screen at our disposal, we used a 60 second launch film to promote the HSBC Live Fan Cam. The film challenged fans to ‘bring their game’ by dressing up and showing off their moves, to get on the screens. We played 40 unique spots across the three-day tournament. It started with a film that went on to be created entirely by the best performing fans.

All our activity focused on the giant screen inside the stadium. On the first day of the tournament we launched a 60 second film to inspire fans to ‘bring their game’ by dressing up and bringing their best moves. We then featured 40 different 60 second spots over the three days featuring the most outrageous costumes and dance moves live. The competition to get on the screen intensified when we added some of our own fans, who were prepared in special costumes and planted into the crowd, without the fans knowing.

As a result of the HSBC Live Fan Cam 80,000 rugby fans rocked the stadium at the most spectacular Sevens and the most epic 150th birthday party Hong Kong has ever seen. We inspired 80,000 fans to ‘bring their game’ by dressing up in fancy dress, turning the usual crowd of fans in rugby shirts into an outrageous sea of colour, feathers, and body paint…

All in all, HSBC Fan Cam proved to be a completely immersive, constantly updating, fully interactive, celebrity fuelled, stadium rocking, Hong Kong loving, three day, one-off opportunity and one hell of an anniversary party.