Gamification, Brand Systems, Creative Design Direction, Experiential, Cross-Functional Leadership, Talent IntegrationMercedes-Benz: Chase Center
PROBLEM
As title sponsor at the Chase Center, Mercedes-Benz aimed to engage Golden State Warriors fans while introducing them to the Mercedes‑EQ electric vehicle lineup. The challenge was to create an immersive experience that connected the excitement and energy of the game with the brand, educating fans about EVs in a way that felt relevant, entertaining, and authentic to the arena environment.
CREATIVE SOLUTION
We designed an immersive, gamified experience outside the Chase Center that engaged GSW fans. Fans tested their Warriors knowledge in a branded trivia challenge that tested fans with winners receiving exclusive signed memorabilia. The experience blended competition, rewards, and interactive storytelling, with brand education while reinforcing innovative brand positioning.
LEADERSHIP
As Creative Lead, I directed the development and UX design of the gamified trivia activation from concept through on-site execution, managing a design team and coordinating with brand partners and production. By aligning design, UX, logistics, and brand storytelling, we delivered a seamless fan experience that engaged audiences and strengthened the brand presence.
RESULTS
Over the course of seven games, nearly 3,500 fans engaged with the activation, with close to 2,000 registering to participate—representing a 362% year-over-year increase in registrants at the Plaza activation. Winners received personalized Klay Thompson-branded video content, creating memorable, shareable moments that amplified fan engagement while reinforcing Mercedes-Benz’s presence and messaging around the Mercedes‑EQ lineup.
San Francisco, California • Wildcard Agency