Purple Cam was created in response to a brief from the bank to increase brand awareness, visibility and sympathy for BNP Paribas Fortis through its sponsorship of RSC Anderlecht. Both parties were looking for a new, innovative fan experience that reflected both brand’s promises.
The idea was to find a fan friendly solution to the challenge of taking a good group selfie in a stadium without having to hand over your phone to a stranger or without having to miss any of the match or block anyone else’s view of the action.
With Purple Cam the fan in the stadium could control one of the eight cameras in the stadium by using their smartphone. By entering your seat number, the camera zoomed in on you. After the picture was taken you could share it on Facebook & Twitter and add some RSCA/BNP Paribas Fortis filters. To encourage the use of Purple Cam, the craziest pictures shared socially could win unique fan prizes such as signed shirts, meet & greets and VIP tickets.
At the end of the season over 20.000 photos were taken, which resulted in 2.158.500 social media impressions and 95.250 user interactions