The fan park, called Fever Pitch, opens next week and aims to give local people an opportunity to share the highs and lows of the world’s biggest football event. Local football clubs, community groups and schools are among the target audience.
As well as showing key games throughout the World Cup tournament on big screens, the Fever Pitch fan park will also host a Brazilian-style beach football stadium accommodating more than 2,000 people.
Kia Hanly, head of ITV Events, said the fan park is a perfect example of how the brand integrates TV, social and experiential elements in its events.
Speaking at Event 360 at Tobacco Dock in London, today's dedicated industry event for those working in B2B and B2C events organised by Event and C&IT, Hanly said the event will be amplified via social media.
"The fan park is an immersive experience," she said. "You will see it happening on TV and all the talk will be social, resulting in lots of interaction, with the event amplified on social media and on air. In terms of measurement, we will be looking at the whole campaign pre- and post-event and the power of social and online."
The site will also include the ‘Little Copacabana’ beach area, offering fans the chance to enjoy the atmosphere and relax before games. The High Tempo zone will offer visitors a chance to work up a sweat and demonstrate their own football skills.
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