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.
The activation needed to draw in attendees, keep them engaged, and deliver a polished experience worthy of a major national sponsorship.
Fans played a basketball game by shooting into Ally “Savings Buckets” and earning points based on the bucket they made. During registration, attendees were also asked what they were saving for. The question connected to the activation’s theme and gave Ally an opportunity to make post-event follow-up messages more personal by referencing each attendee’s stated goal.
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 activation brought Ally’s WNBA partnership to life. During the official client walk-through, no changes were requested, reflecting the team’s preparation and attention to detail.
Fans played 1,131 games and scored 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 polished activation for its client, Ally made a strong first impression with WNBA fans, and Bluewater demonstrated the value of an integrated, end-to-end experiential approach.
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