https://www.youtube.com/watch?v=fXi2qgHE6kY
United Kingdom
10,000
Pieces of Content Captured
16
Live Event Days
325
Bullseyes Thrown
4
Fan Activations
Overview
Four activations. 10,000 pieces of content. Sixteen days.
Paddy Power were the headline sponsor of the 2023 World Darts Championship and wanted their fanzone to match that status. The brief was to create a space that felt genuinely electric, not just branded, but interactive, competitive, and shareable. Something fans would seek out, spend time in, and talk about after they left.
IUF Experiential, working in partnership with CSM Live, designed and delivered four digital fan experiences across the fanzone: Challenge A Pro, Commentary Challenge, Paddy’s Bullseye Challenge, and The Lucky Arch. Each activation was built around a different form of participation, competitive, creative, physical, and sensory, giving fans multiple reasons to engage and multiple pieces of personalised content to take away.
Across 16 live event days, the activations generated 10,000 pieces of content and 325 bullseyes, with every participant walking away with something personal from their visit.
Journey & Experience
Each activation built around a different way to make the fanzone unforgettable.
Challenge A Pro – Fans scanned a QR card to start, then stepped up to take on a real darts pro from the tournament. Behind the scenes, the system recorded both the player and a close-up of the dartboard, producing an edited video of the challenge. Content was delivered instantly to the fan’s phone via QR code, ready to view, download, and share.
Commentary Challenge – A karaoke-style commentary booth featuring a replay of the previous year’s Greatest Leg of All Time. Fans entered a soundproof booth to record their own commentary over the clip, receiving their personalised version via QR code instantly. A share station outside the booth displayed the latest recordings, drawing a crowd and tempting new participants in.
Paddy’s Bullseye Challenge – Three attempts to hit the bullseye, with real rewards on the line, free drinks and cash prizes. The app recorded and edited each attempt automatically, with content available via QR code as soon as the final dart landed. 325 bullseyes thrown across the event.
The Lucky Arch – A sensory activation using motion sensors embedded in a branded archway. After 20 people had walked through, lights and a celebratory siren triggered, creating a sudden, shared moment of surprise and excitement in the middle of the fanzone. IUF Experiential provided consultancy on the archway’s structure, software, and hardware integration throughout.
Technology Architecture
A unified content capture and delivery system behind four very different fan experiences.
Core Infrastructure
- QR code registration and content delivery – fans received personalised content directly to their phone instantly after each activation, with no app download required
- Content dashboard – real-time oversight of all activations, content volume, and delivery across the full event
- Personalised video editing – automated capture and edit pipeline producing shareable content per participant across Challenge A Pro, Commentary Challenge, and Bullseye Challenge
- Motion sensor integration – triggering the Lucky Arch light and siren sequence after a set number of participants
Hardware Ecosystem
- Canon M50 cameras – high-quality video capture across Challenge A Pro and Bullseye Challenge activations
- QR scanners – participant registration and content delivery across all activations
- 32″ touchscreens – interface displays across the fanzone
- Microphone and speaker system – Commentary Challenge booth audio capture and playback
- NUC i7 Skull Canyon PC – processing and content management across the activation suite
Implementation
Delivered in partnership with CSM Live for one of the biggest sporting fanzones of the year.
Phase 1 – Concept & Build
- All four activation concepts developed and engineered to brief in partnership with CSM Live
- QR registration, video capture, automated editing, and content delivery pipeline built and tested
- Commentary booth constructed with soundproofing, microphone system, and share station display
- Lucky Arch motion sensor system built and integrated with lighting and siren trigger
Phase 2 – Installation & Event Setup
- All four activations installed and configured within the Paddy Power fanzone
- End-to-end system testing completed across capture, edit, delivery, and QR output
- IUF Experiential provided on-site consultancy for booth and archway construction and hardware integration
Phase 3 – Live Event
- All four activations live and operational across 16 event days
- 10,000 pieces of personalised content captured and delivered
- 325 bullseyes recorded across the Paddy’s Bullseye Challenge activation
Outcomes
10,000 pieces of content in 16 days
Every participant left with something personal, a video of their darts challenge, their commentary recording, their bullseye attempt. 10,000 pieces of branded Paddy Power content created and delivered across the event, each one ready to share.
A fanzone that felt like the main event
Four activations covering competition, creativity, precision, and pure spectacle gave fans a reason to spend time in the Paddy Power space rather than pass through it. The variety kept the energy high across 16 days and gave every visitor a different experience depending on where they went first.
Shareable content at scale
Instant QR delivery meant fans could share their content before they’d even left the fanzone. Every video, every commentary, every bullseye attempt became a piece of organic reach for Paddy Power, extending the brand moment far beyond the venue itself.
