As a sponsor of both the Men’s and Women’s Final Four Fan Fests, Capital One wanted to create more than a branded footprint. The goal was to deliver excitement, competition, and hands-on participation at two of college basketball’s biggest fan events, happening simultaneously in two different cities. With the Men’s Final Four Fan Fest running April 3–6 at the Indiana Convention Center and the Women’s Final Four Fan Fest taking place April 2–5 at the Phoenix Convention Center. In partnership with Solomon Group, Bluewater was challenged to execute both experiences at once without missing a beat.
Two Cities, One Seamless Execution
Delivering one large-scale fan activation is a major undertaking. Delivering two at the same time, in different cities, added an entirely new level of complexity. Bluewater’s team had to ensure both events felt equally polished, energetic, and fully on-brand. From creative development and fabrication to logistics, installation, and on-site support, every detail had to come together seamlessly for both events at once.
A Custom Game Built for March Madness Energy
At the center of both Fan Fests was Road to the Final Four, a custom interactive game created by Bluewater from concept through execution. Designed to reflect the energy and intensity of March Madness, the experience challenged participants to dribble a basketball through the course as quickly as possible, combining movement tracking, responsive gameplay, and real-time scoring into a fast-paced, competitive activation. From the creative and interactive design to the technology and physical buildout, Bluewater delivered a branded experience that was immersive, repeatable, and built for fan participation.
More Ways to Play
Beyond the centerpiece game, Bluewater also delivered a series of Target Challenge Skill Stations that gave fans even more opportunities to compete. Each station challenged participants to hit or throw toward designated targets, with performance measured in real time. Across both events, fans could test their skills in football, soccer, and lacrosse, while the Men’s Fan Fest featured a baseball target station and the Women’s Fan Fest featured a softball version. Together, these additional stations broadened the experience and kept the footprint active with multiple ways to play.
Built for Participation
Every part of the Capital One footprint was designed to pull fans in and keep them engaged. Rather than simply walking through Fan Fest, attendees were invited to dribble, throw, aim, compete, and interact. The activations created moments of movement and energy that fit naturally within the larger event atmosphere, while also helping maintain excitement around celebrity appearances and autograph sessions happening throughout the space. The result was an experience that encouraged fans to participate, not just observe.
