MLS ALL-STAR SKILLS CHALLENGE ON TOUR
Role: Creative Director
Agency: CLAMOR
The stars come out for MLS All-Star week: It’s the ultimate showcase of technical ability and fun found in the world’s most popular sport. To drive the buzz from a grassroots level right up to the All-Star Game, how could fans be engaged in a way that makes them feel like the pros?
For three consecutive years, a scaled-down version of the same soccer skills competition the pros take on was the vehicle - literally. A customized tour bus traveled to key events and transformed into a fully automated replication of the All Star target shooting contest. With live digital leaderboards determining prizes, athlete appearances and shareable content, the excitement level stayed high from stop to stop. The grand prize? The fan with the tour’s highest score got to kick on-field with the MLS All Stars for a shot at $25,000.
