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The project

For a third year, Beneva has mandated Tribu to create a MEMORABLE and enduring brand experience before, during and after the Alouettes de Montréal game, presented by Beneva (October 9, 2023), in order to promote the brand to Alouettes fans both inside and outside the stadium.

The experience

Creation of a 360 experience for a Montreal Alouettes game presented by Beneva
Video content idealization for Beneva’s social networks

Tailgate and in-stadium activation
Immersive programming with participatory games. Strategic distribution of Beneva-branded promotional items. All bambams were recycled, contributing to the sustainability of the sporting event.

Crowd animation
Dynamic launch of mini Beneva footballs to animate the crowd and reinforce team spirit. Beneva human waves in the crowd twice during the match.

Photo application
Beneva agents moved around the site with tablets equipped with a photo application with a unique filter, creating the illusion of being surrounded by Alouettes players.

The result

20,662 spectators present
at the match
Over 3,500 promotional items distributed
before and during the match