Fan Engagement for Sports Events | Six Nations Rugby x BKT
To celebrate BKT’s sponsorship as the Official Tire Partner of the Men’s and Women’s Six Nations Championships, the brand wanted a public activation that would grab attention and involve fans directly.
Set in the busy environment of Waterloo Station, the experience needed to stop commuters in their tracks and turn passers-by into participants.
Custom Brand Activations for Sports Events
The Brief
BKT wanted to promote its Six Nations partnership with a high-energy, memorable experience that rugby fans and passers-by could instantly understand and enjoy. The activation had to be bold, physical, and rewarding, while also leaving guests with branded content they would keep and share.
Our Approach
We combined a large-scale physical challenge with a personalised digital takeaway.
First, guests took part in the BKT Tyre Challenge – attempting to throw or kick a rugby ball through tractor tyres to win branded prizes. Once they completed the challenge, they stepped straight into our AI Photo Booth, where the experience shifted from playful competition to celebratory moment.
This pairing worked deliberately: the physical activity drew crowds and energy, while the AI output gave each participant a tangible takeaway.
The Tyre Challenge
Huge BKT tractor tyres formed the centrepiece of the stand, immediately signalling the brand and drawing attention across the station. Participants tested their rugby skills by aiming kicks or throws through the tyres, competing for BKT merchandise.
The challenge created natural theatre – crowds gathered, friends cheered each other on, and footfall continued to build as more people stopped to watch and join.
AI Photo Booth Experience
After the challenge, guests were invited to become BKT’s “Rising Star”.
The AI Photo Booth captured their image and transformed them into a professional rugby player sitting in a press conference room, complete with the BKT Rising Star trophy positioned in front of them.
Guests received a printed photo and could instantly download the image by scanning a QR code – creating a piece of user-generated content ready for sharing online.
All visuals, overlays, and the booth interface were fully branded to BKT and the Six Nations campaign.
The Result
The activation generated constant footfall throughout the day, attracting rugby fans, commuters, and families alike. The physical challenge created spectacle, while the AI Photo Booth provided a personalised reward people wanted to keep and share.
Together, the experiences turned a busy public space into an interactive fan zone and gave BKT widespread visibility around their Six Nations sponsorship.
Bring Sport Activations to Life
From large-scale physical challenges to AI-powered content, Noonah creates custom experiences that turn spectators into participants. Get in touch to explore how we can activate your next sporting partnership.
