When 125 leaders in the sports marketing industry convened at BizBash’s Sports Summit, the event buzzed with insights from some of the brightest minds in the business. Among the speakers on the Fan Experience 101 panel was Jeff Dick, production manager at Interactive Entertainment Group. Sharing his expertise, Jeff detailed how personalization, technology, and inclusivity drive unforgettable fan activations while hinting at trends shaping the future of sports marketing.
A Hands-On Approach to Experiential Entertainment
Jeff kicked off the panel by explaining his role at Interactive Entertainment Group, a leader in experiential entertainment. Based in Cleveland, Jeff oversees fully customized projects for clients across the country, leveraging the company’s inventory of over 500 entertainment options.
One standout experience is the Giant Human Claw Machine, where participants are strapped into a harness to become the claw, grabbing branded prizes in a larger-than-life arcade-style challenge. This activation has been featured by some of the biggest brands, including Frito Lay at the Super Bowl and Snipes at a university event, where it was used to capture a younger audience.
Personalization: The Key to Fan Engagement
“Fun things always cost more money,” Jeff joked, “but they’re worth every penny when you know your goals.” Whether a sponsor wants to raise brand awareness or collect audience data, customization is the cornerstone of success.
Jeff advised focusing on creating a space that authentically represents the brand’s identity—its look, feel, and message. “Off-the-shelf products can be fun,” he noted, “but tweaking them to drive home your specific message delivers golden results.”
“Off-the-shelf products can be fun,” he noted, “but tweaking them to drive home your specific message delivers golden results.”
The Role of Technology in Elevating Experiences
From Robo Sketch, which creates futuristic caricatures, to the Experiential Vending Machine, which combines gamification and giveaways, technology continues to redefine fan engagement.
Jeff emphasized the importance of blending familiarity with innovation. For example, Interactive Entertainment Group’s Custom Mobile Escape Room offers a tech-savvy twist on a classic group challenge, featuring puzzles wrapped in sponsor branding. “Technology isn’t a fad—it’s the future,” he said.
Catering to Diverse Audiences
Inclusivity is essential at sports events, where audiences span generations and interests. Jeff’s approach involves creating experiences that appeal to both die-hard fans and casual attendees.
The Real Sports Arena was a highlight of Candy.com’s Grand Slam at VeeCon, where skill-level settings allowed guests of all ages to enjoy a fun and competitive experience. Paired with nostalgic and interactive elements, the activation ensured that everyone—from sports lovers to casual participants—felt included.
Trend Watch: AI as a Creative Tool
“AI is everywhere, but it’s only as smart as the prompts you give it,” Jeff explained. While AI plays a role in client-facing activations, Jeff also uses it behind the scenes to spark creativity.
“Give an AI tool a prompt, and you’ll get 10 ideas instantly. I pick up inspiration from a few of these and develop them into more in-depth concepts,” he said, noting that AI is a tool to enhance creativity, not replace it.
Crafting the Ultimate Fan Experience
From personalization and inclusivity to the thoughtful integration of technology, Jeff’s insights from BizBash’s Sports Summit demonstrate what it takes to create extraordinary fan engagements. Whether it’s a Giant Human Claw Machine or an immersive escape room, Interactive Entertainment Group is pushing the boundaries of what’s possible in experiential marketing.
Ready to elevate your next fan activation? Discover how Interactive Entertainment Group can help you create an experience fans will never forget.
