First-ever stadium-wide experiential Partner Portal keeps fans center focus at Mercedes-Benz Stadium

Press Release // August 14, 2017

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas malesuada orci vitae diam venenatis interdum. Quisque ultricies mollis sem, a mattis tortor mattis pulvinar. Proin felis ex, scelerisque in erat commodo, aliquam molestie massa. Curabitur hendrerit rutrum sem, id malesuada lorem finibus ac. Cras faucibus urna vitae arcu porta porttitor. Sed in tincidunt tortor, at sollicitudin sem. Duis efficitur aliquet aliquam. Suspendisse tincidunt nulla et dolor congue, ac bibendum erat mattis.

OVERLAND PARK, KS – As the new Mercedes-Benz Stadium prepares to take center stage, fans will be surprised to learn that the entire stadium experience was designed with them in mind. Dimensional Innovations was hired by the stadium management team to manage and implement all sponsorship activity within the stadium and leverage those sponsorships to create an incredible game-day and event experience.

Dimensional Innovations did this by creating the first-ever on-line stadium-wide experiential Partner Portal, a digital guide for sponsorship partners to access and stay updated on their own destination-based sponsorship activations within the Mercedes-Benz Stadium. The Mercedes-Benz Partner Portal (http://atlantafalconspartnerportal.com) provides password protected information specific to each sponsor zone, and also offers stadium-wide information to help manage the aesthetic and holistic look and feel, ensuring an integrated approach across all partnerships. From early conceptual designs to the management of distinct sponsorship zones, Dimensional Innovations worked with 19 big brands to bring their brand promise to light. The Mercedes-Benz Partner Portal put deliberate guard rails on sponsorship activations and took the entire environment into consideration, from public art programs and concessions, to technology and traffic flow.

“This is the very first example of an all-venue deployment of a sponsor program like this,” said Justin Wood, principal and sports practice director for Dimensional Innovations. “The ability to tailor experiences and hand select brand to complement the team and stadium initiatives has delivered results far beyond expectations.”

The content of each space had to be dynamic and changeable to suit the event of the day. Fans coming to an Atlanta Falcons game will have a different experience than fans coming to an Atlanta United game. The content will change once again as the stadium hosts large concerts.

“For instance, when AT&T or The Home Depot are telling their brand story in their space, it ties very cleanly to whatever’s happening that day,” said Wood. “If it’s an Atlanta Falcons game, you feel like you’re at an NFL stadium. If you are at an Atlanta United game, you feel like you’re at a MLS game. Heavy utilization of technology makes that possible.”

Technology was critical to keeping the sponsor activations flexible. Dimensional Innovations’ technology team deployed several custom solutions, including projection mapping, immersive augmented reality, hundreds of interactive touch screens, active outdoor technology, and social media hubs.

“Interactive touch-screens are critical to storytelling. They keep messaging current, and therefore relevant to fans. And perhaps even more important, they engage the fan and respond to the fans personal interests creating a custom experience,” said JC Hendricks, vice president and creative director – interactive and technology at Dimensional Innovations.

Throughout Mercedes-Benz Stadium are several must-see destinations and photo opportunities for fans. From the 114 screens at the AT&T Perch where fans have an incredible ‘window to the city’ view, to the larger-than-life Atlanta Falcons helmet at the American Family Insurance Fan Village – there will be multiple Instagram-worthy spots for fans to share their experience.

“Our holistic approach to the entire stadium experience was truly unique. Dimensional Innovations oversaw all sponsorship activations from concept to completion, creating value for the sponsors and a winning experience for fans,” said Asher Johnson, creative director for Dimensional Innovations.

Dimensional Innovations worked in collaboration with the owner, Arthur M. Blank Sports + Entertainment, owner’s rep, Darden & Company, as well as design/build partners contractor, HHRM and architects, TVSDesign and Kansas City-based HOK, to execute the sponsorship activations.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla posuere nec sapien id auctor. Pellentesque ac vestibulum magna. Etiam turpis ante, fringilla a efficitur ac, bibendum ac nisi. Nunc non fermentum nulla. Nam sed tortor lacus. Nulla porttitor bibendum odio. Vestibulum pharetra dolor volutpat, gravida nisl et, vehicula ipsum.

John Doe - CEO, Acme Inc.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas malesuada orci vitae diam venenatis interdum. Quisque ultricies mollis sem, a mattis tortor mattis pulvinar. Proin felis ex, scelerisque in erat commodo, aliquam molestie massa. Curabitur hendrerit rutrum sem, id malesuada lorem finibus ac. Cras faucibus urna vitae arcu porta porttitor. Sed in tincidunt tortor, at sollicitudin sem. Duis efficitur aliquet aliquam. Suspendisse tincidunt nulla et dolor congue, ac bibendum erat mattis.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla posuere nec sapien id auctor. Pellentesque ac vestibulum magna. Etiam turpis ante, fringilla a efficitur ac, bibendum ac nisi. Nunc non fermentum nulla. Nam sed tortor lacus. Nulla porttitor bibendum odio. Vestibulum pharetra dolor volutpat, gravida nisl et, vehicula ipsum.

John Doe - CEO, Acme Inc.

About Dimensional Innovations

We are an experiential design firm that creates and builds immersive and interactive brand experiences. Combine a team of graphic designers and brand strategists with architects and animators, then take interior, interactive and environmental designers and connect them to a team of digital engineers, throw in an innovation lab, then bolt on a workshop where we can build just about anything and, well, you’ve got us.

Together, we are designers, makers and innovators of world-class experiences, places and products.