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Makita, the industrial tools manufacturer, has chosen SIA Interactive to develop its interactive promotional events in 2005. The first activity was a screaming race at the match held at the Home Depot Stadium between the last MLS champion, United DC, and the new soccer franchise Chivas USA. The game was watched by the audience on the giant stadium screen.
Home Depot Stadium
 Game Screen
 Game Screen
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June 2005 - USA.
Once again, April marked the beginning of Major League Soccer in the United States . The big change this year is that one of the most popular soccer teams of Mexico, the Chivas Team from Guadalajara, has opened a franchise in the United States in response to the significant number of Mexicans that reside there. Just by chance, one of the first matches set the last league champion (United DC) against Chivas USA.
Makita USA (via agency Xpromos) has hired SIA Interactive to develop interactive promotional activities throughout the soccer season. The activities are aimed at the Hispanic public, the main object of the brand's strategy in the United States. The first match of the Soccer League was the ideal spot to make a major impact on spectators. The solution offered by SIA Interactive was designed to take full advantage of this unique opportunity.
For the event, SIA developed and implemented a four-player Screaming Race. The game was implemented at the Makita Booth in the Pre-Game Activities Room and was enjoyed by more than 15,000 spectators on the giant stadium screen and loudspeakers. In the game, which takes place in a virtual soccer stadium covered with Makita ads, participants must yell the name of the brand as loudly as possible. Onscreen characters then advance according to the intensity of the screams. The first to arrive makes a goal and wins.
“The Screaming Race is a game that gets people's attention. If we take this and add the giant screen and the audio at the stadium, we get a solution like no other, where all the spectators see how a group of people is trying to win, and to win they have to shout the name of the brand! We are expecting that this will be a year packed with excellent promotional events developed in conjunction with SIA Interactive”.
Xavier Turpin
Marketing M ana ger
Emerging Markets
Makita USA
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