ING’s latest campaign for the German Basketball League has hundreds of smartphone users “throwing” their phones to a billboard for a free throw challenge.
Driven by the desire to connect with younger demographics as a major sponsor of the German Basketball League, global financial group ING creatively connected with young basketball-savvy smartphone users through a billboard installation can turn their smartphones into a virtual basketball for them to throw at the basketball board projected on a screen. Using their smartphones, users can connect to the billboard and play a three-free-throw challenge and share the results via Facebook connect while a camera mounted at the installation takes a picture of their shooting act and sends it to them in real-time.
The campaign successfully engaged hundreds of participants, generated thousands of likes on Facebook, and effectively positioned ING as a potential leader in effective, swift and engaging financial initiatives.
Watch the campaign coverage in the video below: