Experiential Event – Magic Weekend Partnership Activity

Isuzu asked us to promote their role as sponsor of the Rugby Football League with activation at the biggest event in the rugby league calendar – the Magic Weekend.

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Here at Rok, we found that the best way to strike a chord with fans of Rugby League would be to align the Isuzu brand with the key brand values of the sport that they love. We perceived these to be power, teamwork, and speed.

We developed activities that encouraged fans to demonstrate these abilities, using the truck as a focal point. The Big Pull Challenge asked fans to test their ‘pulling power’ by dragging a truck across 5m in teams of two. This drew attention to the truck’s main selling point; it’s ability to tow 3.5 tonnes.

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We also developed a customised racing game, where the vehicles in the race were scaled down versions of the Isuzu D-Max. Fans were keen to engage with the brand in order to take part in the activities.

Together with advertisements, giveaways, high level and low level branding, face painting and giant inflatable rugby balls, Isuzu’s presence was difficult to miss both before, during and after the event.

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