Turning ballers into bobblers

CarMax calls on all Phoenix ballers to take part in a digital event that’s turning heads, and bobbling them!

In partnership with Phoenix NBA and WNBA teams, the Suns and Mercury, CarMmax sought to make a big impression with fans at the Footprint Center. Located on the 2nd level concourse, audiences attending games could enjoy an exclusive AI experience before tip off and take home a collectible like no other. 14Ffour stepped onto the court ready to set up the shot for CarMmax and scoop up all of the (talking) points at each game.

The Challenge

Greats of the game have been immortalized in every way from trading cards to jerseys, but what could be more fun than collectable bobbleheads? Recognizing the love fans have for these figurines, CarMax wanted to bring an exciting new twist by providing ticket holders the opportunity to create their very own. Each unique bobbler would need to be digitally created to accommodate the high foot traffic and maximize engagement. It also meant that the final output would need to render fast…, we’re talking Devin Booker fast. Still seems too easy? How about making every bobblehead resemble its owner through AI facial scanning - now that’s a trick shot.

Wasserman
"Wasserman recently had the distinct pleasure of collaborating with 14Four on a digital activation on behalf of one of our automotive clients. From initial thought-starters,- ideation, development, project management, and most importantly execution - Sean, Elisabeth and the rest of the 14Four team were instrumental in bringing our creative team and client’s collective vision to life!"
Jared Wilson
Senior Manager, Production | Experience

The Solve

Adding Avatar SDK to our roster, the team designed and developed a fully immersive experience allowing fans to step up to an installed iPad, snap a selfie and start customizing their personal bobblehead. Fans can select from various hairstyles, accessories and official Suns or Mercury jerseys for that authentic baller swagger. In order to make the experience as seamless as possible for the fans, they are sent an email link to view their final rendered creation so they can check out their bobblehead while watching a live game played out on the very same court!

Impact

With thousands of fans passing through, and as many bobbleheads created, the Bobblehead Ballers experience succeeded in delighting fans before each game, further strengthening the CarMax impact throughout the footprint Center.
This follows on from a series of fun installations by CarMax showing audiences that there are more gears still to shift through. Stadium attendees can enjoy the experience throughout the 2024 season so go check it out before the next big idea and enjoy a win with Phoenix Suns and Mercury!

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