Where visitors play the leading role in creating their unique aftermovie
Welcome to the WPT ‘Decathlon’ Amsterdam Open 2023; the event where top sports and entertainment come together. The arena, shrouded in purple hues with a nod to Wimbledon, accommodated 3,100 spectators per session.
About 30,000 fans attended the event, each looking for their own special moment. The festival was a symphony of unforgettable experiences, uniquely and authentically captured by Social House. This case study takes a closer look at the story and its impact.
At the WPT, it’s not just the sport that shines; entertainment is just as important for an unforgettable experience. As the tournament director emphasized, “With an event in a festival atmosphere, we hope to embrace padel culture more broadly in the Netherlands.” The enthusiasm for the sport was enhanced by a series of atmosphere-enhancing elements such as DJs, impressive light shows, food corners and interactive activities for the audience.
How do you capture the essence of such a dynamic event? How do you ensure that every smile, every sigh from the audience and the intensity of the games are preserved forever? Enter Social House. Social House added a crucial dimension to the event by actively involving fans and visitors in capturing it.
Through the use of QR codes on the large screens in the venue, integration into the WPT app and a match, we invited each visitor to be part of a larger story. In the “padel palace,” stadium speakers announced before and after each match: “Grab your smartphone; let’s make an aftermovie! Scan the QR code, take a cool picture of you and your friends and win a Bull padel racket.”
Using their smartphones, each visitor, top athlete or WPT staff member became a filmmaker. The idea of being part of the story and the chance to win a Bull padel racket encouraged both young and old to participate.
More than 3,000 unique clips and photos poured in, resulting in an aftermovie that showcased the WPT event in all its glory. The footage was raw, authentic and personal, giving every viewer a sense of being part of the event. The aftermovie provided unique insight into the experiences of fans and players, leading to an explosion of online interactions and a growth in followers on social media.
Social House’s influence on the World Padel Tour extended far beyond the event itself. The content captured by fans and visitors laid the groundwork for a powerful wave of shared experiences. This content was not only forwarded to friends and family, but also found its way onto countless social media feeds, resulting in impressive earned media value. In addition to all the organic content shared by visitors, all stakeholders, sponsors and other partners were overwhelmingly enthusiastic about the aftermovie. The unique perspective of the aftermovie, filmed entirely through the eyes of fans, brought the event to life in a way that traditional media cannot match.
This impact illustrates the power of User Generated Content and the role Social House plays in changing the way events are experienced and remembered. WPT Amsterdam Open is now more than a sporting event; it is a place where every attendee can make a significant contribution to the collective story. Together, we are shaping the future of event experiences. Experience it for yourself and see how the WPT Amsterdam Open comes to life through the eyes of the audience in the aftermovie here.
Zev, head of marketing at WPT:
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