For tennis fans not attending the world famous Wimbledon Championships, the unveiling of the ‘Challenge a Hero’ game featuring Russian star Vera Zvonareva in Covent Garden on the 24 and 25 June was an opportunity for Drive Productions to serve up some masterstrokes in an experiential stunt for the Sony Ericsson WTA Tour.

Commissioned by leading UK digital marketing agency Analog Folk, Drive designed and produced a world-class experiential event in Covent Garden’s bustling East Piazza featuring an exciting space for audience gathering and hospitality as well as live demonstrations of the ‘Challenge A Hero’ video game via an interactive projection screen controlled by mobile phones.

Centre court was Zvonareva, a hit with the fans as she rallied hundreds to participate in exciting matches combining the latest in mobile and video-based gaming technology. Competing at any one time were 25 players, all keen to display shot accuracy by pressing keys on their mobiles. The event was attended by over a thousand people and Drive collected and analysed data from all contestants allowing WTA and Sony Ericsson to contact them in the future. Winning contestants scored a super stylish Sony Ericsson W595 music phone.

‘Challenge A Hero’ has been created by the Women’s Tennis Association and Sony Ericsson alongside a new website and marketing campaign intended to energise tennis fans and inspire youth audiences. The website also features hero powercards which can be played online like top trumps. www.sonyericssonwtatour.com

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