VIRGIN MEDIA
Tier-one sponsor Virgin Media is giving guests the ultimate experiential event - a chance to race against the fastest man in the world, Usain Bolt. The project, dubbed Race Bolt, has been created in conjunction with agency Itch and features a 1.97-million-pixel screen that will be erected on Glasgow Green. Throughout the Games, participants will be challenged to run 30 metres alongside Bolt - a task that is not as impossible as it may seem, as Bolt is known for dramatically increasing his speed towards the end of 100-metre races.
Race times will be recorded to add an element of competition to the activation. Guests will also be encouraged to run against family members and friends, and each individual runner will experience an immersive-style event through pre-race warm-ups, an adrenaline-inducing countdown and the chance to share content on social media afterwards.
While the original idea was conceived long before the Games, producing the concept was no mean feat. "Taking a moving image and making it work on an outdoor screen was a challenge, because we had to avoid pixilation," says Mike White, managing director of Itch. "We also had to think how we could turn an individual race that lasts less than ten seconds into a spectator event."
DELL
Games technology sponsor Dell has planned a host of activity around Glasgow 2014. Athletes including Paralympic swimmers Ollie and Sam Hynd have joined the brand's ambassador programme, which will see sports stars launch schemes such as Bike2Work and contribute to the company's charity partnerships.
Dell has also run small-scale activations at events in the lead-up to the Games, focusing on prize giveaways of merchandise and tickets.
However, the biggest event for Dell is an experiential sensory zone taking place when the Games begin, targeting business visitors. The Radisson Blu on Argyle Street will be divided into three areas: an athletics track-themed welcome area; a 4D swimming pool simulation area, complete with the smell of chlorine; and a sports area with educational interactive content. Each area will tell a different story about how Dell's technology is being used at the Games, with examples from both athletes and organisers.
"Without technology, Glasgow 2014 wouldn't happen - it underpins the seamless delivery of the Games," says Karen Morton, Dell's brand director EMEA. "A different type of Dell will be on show. We really wanted to bring to life the story of our involvement at the Games and create a relaxed, informal atmosphere for people to enjoy."
IRN BRU
Scottish drinks brand Irn Bru has plans to open its first-ever pop-up retail space at the Games. The store will be dressed in the eye-catching colours of the AG Barr brand's bright orange and blue, and will be constructed entirely of shipping containers. All of the profits from the pop-up, erected in Glasgow's Merchant City, will be donated to AG Barr's charity partner.
The Bru Store will contain 180sqm of retail space located over two floors. In addition to the orange fizzy drink, the pop-up will sell a range of Irn Bru merchandise, including key rings, hoodies and onesies. The store will be operated by AG Barr's retail partner Trespass and is set to open on 14 July for a four-week period.
Adrian Trop, head of marketing for AG Barr, says the space will be a symbol of the drink's Scottish and Glaswegian heritage. "Our Bru Store is going to be filled from ceiling to floor, giving Scots and visitors to the city the first chance to buy some of our most highly sought-after Bru merchandise," he comments.