In June, Stagwell hosted its second annual Sport Beach activation at the Cannes Lions Festival of Creativity, partnering with legendary athletes, brands, media owners, and agencies to celebrate athletes’ cultural impact. Building on the success of last year’s activation, Stagwell managed to aggregate 7,400 senior marketers in attendance, including 140 top athletes, multiple CMOs, renown creatives, and 30 of the top trending athletes. With the opportunity to play an impactful role at one of the week’s most prestigious activations, we were proud to showcase our technology at Cannes in front of such an influential audience.

Stagwell worked with One of None to enhance The Seventh Estate’s Sport Beach activation with a new and engaging tech-enabled experience. Our solution was to structure collaboration between Siegelman Stable and the Seventh Estate, powered by our platform, to create a memorable drop. Each hat, tagged and connected to a digital product profile, unlocked a new mode of engagement to drive the activation’s ROI. The initiative powered an exclusive VIP dinner and daily in-app giveaway, allowing all hat owners to explore their product’s profile, the story behind the collaboration, and an interactive activity feed.

This daily drop allowed a limited number of hats to be claimed by the athletes, entrepreneurs, entertainers, and artists in attendance. The remaining hats were distributed at The Seventh Estate’s invite-only dinner hosted at Sport Beach, to all in attendance.

Each collector had the ability to claim their hat’s ownership through tapping the VII(N) logo on the hat with their mobile device. Tapping allows collectors to learn more about the product, gain exclusive access to future promotions, and keep up to date with the company’s socials.

To provide a new layer of insights into post-drop product engagement, One of None tracks taps, website visits, and ownership claims, while monitoring the product’s lifecycle. Performance stats revealed an 86M+ social media follower reach, 88% post-event app engagement, and a 54% conversion rate. This collaboration showcased the magic of live events, blending innovative tech, unique storytelling, and live activation to create lasting cultural moments and set a new benchmark for future events.

Along with the activations and events happening throughout the week, our Co-Founder, DeShone Kizer had the opportunity to join ON_Discourse for a panel discussion on the Fan Experience. DeShone powered the conversation with a unique professional athlete perspective, focusing on how emerging technologies play a part in the fan to sport relationship

Siegelman Stable: https://siegelmanstable.com

The Seventh Estate - VII(N): https://www.viin7estate.com

Sport Beach: https://www.sportbeach.com