Ally at WNBA All-Star Weekend

Ally Financial, through agency partner MKTG, was preparing for their first activation as the official banking partner of the WNBA. They wanted to make a bold debut, engaging fans with an interactive, branded experience that felt fun, memorable, and seamlessly integrated into the excitement of All-Star Weekend.

Ally needed an immersive fan engagement space that did more than display branding—it had to draw in attendees, keep them engaged, and deliver a polished, professional experience worthy of a major national sponsorship debut. With a high-profile event like the WNBA All-Star Game, there was no room for missteps.

MKTG turned to Bluewater because of a trusted history of partnership and our proven ability to handle complex, high-visibility projects end-to-end. Bluewater stepped in as the full-service agency partner, owning the entire process from initial creative ideation to on-site management.

Bluewater designed and executed a 360° brand experience that spanned every aspect of the activation:

• Creative & Design: Interactive gameplay concept, scoring, leaderboard, registration, prize redemption, and branded graphics across LED walls, hanging signs, locker displays, and SEG graphics.

• Production & Fabrication: Graphic production, booth flooring, furniture rental, and custom displays.

• Technology: Large LED wall, LED hanging sign, locker display, BMatrix walls, and all booth technology.

• On-Site Execution: Transportation, installation, booth management, trained brand ambassadors, queue line management, and coordination of WNBA player meet-and-greets.

• Motion & Animation: LED header and wall content animations to elevate the fan experience.

This turnkey approach allowed Ally and MKTG to focus on their audience while Bluewater handled every detail of execution.

The result was a seamless and highly engaging activation that brought Ally’s partnership with the WNBA to life. For the first time ever, during the official client walk-through, no changes were requested—a testament to the precision, creativity, and attention to detail of the Bluewater team.

Fans embraced the activation, playing a total of 1,131 games and scoring 330,370 points. In total, 1,420 unique users participated, making Ally’s debut as the WNBA’s official banking partner both memorable and measurable.

MKTG delivered a flawless activation for their client, Ally made a powerful first impression on WNBA fans, and Bluewater once again demonstrated the impact of a fully integrated, end-to-end experiential approach.