"There is a huge irony in sports: the best fans always get the worst seats-too high, too far, with obstructed views, maybe someone tall waving a flag in front of them. And yet, they still buy the tickets, because they're that devoted to their team. These cheap seats are often all they can afford, but their level of experience doesn't match their level of fandom. So, we changed that. We gave these fans a new, incredible place to sit: the Gatorade cooler."
"Fans could interact with it by posting a photo of their view at the game. The bot analyzed the image and, using game data, determined how far they were from the action. It evaluated the view quality based on factors like obstructions, how much of the field was visible, and distance from the pitch. The worse the view, the better the chances of winning the #CoolSeat."
Devoted sports fans frequently occupy the worst seats—too high, too far, obstructed, or blocked—yet continue buying tickets despite limited views. The activation offered those fans the sidelines Gatorade cooler as an unconventional, coveted spot that is not a traditional seat but became the best one in the stadium. A first-of-its-kind bot on X allowed fans to post photos of their views; the bot analyzed images with game data to score view quality by obstructions, visible field area, and distance. Worse views increased odds to win the #CoolSeat, reframing value for loyal supporters and prompting conversation about brand roles in live sports experiences.
Read at The Drum
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