The main challenge was to design a structure that was tall enough to be seen from far away, large enough to accommodate a big crowd while ensuring security, interactive enough to catch a fan’s attention and engage them in the celebration with us. We had to develop a structure made of modules, without anchoring it to the ground, and could be easily dismounted in less than two hours in the event of high winds. The key objective was to create an experience that was relevant for football fans so we developed a video game based on crowd recognition.

We designed the scoop shaped structure with two entries surrounded by organic wooden stairs to naturally invite people to gather and play while waiting for the game. Using a proprietary technology consisting of large moving LED panels moving on tracks that react live to digital content, we programmed one sequence for Bringing the Party with eye-catching animation and energized music, the other as a video game around American football. It encourages team movement synchronization using crowd recognition technology, allowing a large number of fans to play at the same time. The better the team is synchronized, the better they will perform.

We launched the Tostitos Party Zone during the Super Bowl 2014 and it received a lot of positive feedback and very high participation. We managed to catch fans’ attention through the animation we developed on the “moving” screens and engage them deeply with the crowd recognition gaming.