There are some settings where the theme practically writes itself. For the Kraft Heinz Field of Dreams Summer Party at Wrigley Field in Chicago, the assignment was clear: create an experience that felt right at home in one of baseball’s most recognizable settings while giving guests something to step into, not simply watch.
Working with Feature Studio, we brought in our Multiball LED Baseball experience, turning the familiar language of baseball into an interactive challenge built for a summer party crowd.
Step Up to the Plate
Multiball LED Baseball puts players in front of a responsive LED target wall where accuracy, speed and timing all count.
Guests could take on the Solo Challenge, racing against the clock to score as many points as possible and earn a spot on the Top 10 leaderboard. It gave every attempt a clear objective, plus a reason to watch the scores and come back for another run.
For guests looking for a little more competition, 1v1 Multiplayer Battle split the screen into two grids. Each player controlled one side, building points and combos before time ran out.
Same field. Very different kind of at-bat.
An Experience That Fit the Setting
At a venue like Wrigley Field, an activation does not need to compete with the environment. It should make use of it.
The baseball gameplay gave the experience an immediate connection to the setting while the digital format kept it fast, visual and easy for guests to understand from across the room. Players could jump in quickly, spectators could follow along, and the leaderboard gave the competition somewhere to go beyond a single round.
That combination matters for branded events. The strongest interactions feel specific to where they are happening while still giving guests a clear reason to participate.
Built Around the Moment
For the Kraft Heinz Field of Dreams Summer Party, baseball was already part of the atmosphere. The activation simply gave guests their own chance to play.
By pairing a recognizable theme with interactive technology and a competitive format, Feature Studio and Kraft Heinz turned an iconic setting into something guests could experience firsthand.
Feature Studio is a Chicago-based creative studio and experiential agency specializing in experience design, event production, creative direction and branded content.
Kraft Heinz is a global food and beverage company behind a portfolio of recognizable brands, including Heinz, Kraft Mac & Cheese, Philadelphia, Lunchables and Oscar Mayer.
