HCF lights up SCG with activation linking fans’ heartbeats with overall health

HCF Heart of the Swans activation 2HCF in partnership The Sydney Swans lit up the Sydney Cricket Ground last Friday night as part of an interactive health activation that unites fans’ passion for sport with health.

‘The Heart of the Swans’ initiative, supported by branded content series HCF Health Choices, saw 5000 heart monitoring wristbands handed out to the Swans fans at the team’s home stadium.

The activation, developed by Bastion EBA, Match Media and We Buchan, compiled data from the wristbands onto a server that created a unified heart beat on the stadium’s big screen at key moments of the match.

HCFgoswans tweet fansThe wristbands lit up to the rhythm of fans’ heart rates, showing the physical enthusiasm and passion of the crowd through the visual display of their heartbeats.

The initiative comes alongside HCF’s refreshed brand and the recently launched core creative platform ‘Health Comes First’.

The initiative also includes an interactive dashboard, which will be used throughout the AFL season to encourage social engagement, sponsorship assets and user-generated content.

HCF Heart of the Swans activation 1Using the hashtag #HCFgoswans fans can post photos, videos and comments from the game on HCF’s Health Hub, an online platform accessible through the Sydney Swans website, and put themselves in the running to win prizes such as outdoor corporate boxes and exclusive player experiences.

Jenny Williams, chief marketing officer at HCF, said: “The Heart of the Swans activation enabled us to highlight and celebrate incredible enthusiasm and energy, and align with our new ‘Health Is’ campaign.”

“Health is passion for your favourite team, and our long-standing partnership with the Sydney Swans allows us to amplify this passion in an exciting new way.”


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