Sharp FanLabs - What kind of fan are you?
For the European Football Championship in 2012 Sharp launched a European football fan research project. A mobile "fan laboratory" was sent on its way to discover insights about fan culture across Europe. The football fans' passion was anlayzed based on biometric data and surveys.
The launch event was accompanied by 60 sports and lifestyle journalists from 16 European countries who received an exclusive live preview of the mobile laboratory - the FanLabs truck. With the events Sharp aimed to create enthusiasm for the brand and the concept and establish media contacts for further activities surrounding the FanLabs project.