Objective: Redefine the standard for fan engagement through immersive, data-driven photo experiences
 

Overview
The Los Angeles Lakers partnered with Crowdzilla to deliver an innovative in-arena fan experience that combined social photo-sharing, branded storytelling, and real-time engagement analytics. The campaign set out to reimagine how fans connect with their favorite team — creating a celebratory moment that lived both in the arena and across social media worldwide.
The activation established a new model for how professional sports properties could use interactive media to enhance fan experiences, deepen brand partnerships, and generate measurable digital value.
Goals
    •    Set a league standard for immersive fan engagement and social media innovation.
    •    Create a new communication bridge between the Lakers, their fans, and key brand partners.
    •    Visualize and promote the energy of the live game experience across digital channels.
    •    Provide shareable keepsake photos to ticketholders, amplifying goodwill and organic reach.
    •    Capture engagement data to validate sponsorship value and inform future packages.
    •    Integrate cross-platform and mobile initiatives to boost app adoption and digital synergy.
 

Execution
Pre-Event Production:
Crowdzilla designed a custom Lakers-branded microsite and photo application, seamlessly integrated with team webpages and social platforms. The system included a user database for data capture, CDN integration for media handling, and promotional asset development for in-venue and digital channels.
A dry-run shoot was conducted to map optimal camera locations and staging flow. All fan-facing creative (social copy, website graphics, and PA announcements) was co-developed with Lakers staff to ensure brand consistency.
Game Day Production:
A dedicated two-person on-site crew managed the 360° photo capture process from designated courtside positions. The team documented crowd activity, reviewed and edited live shots for quality, and implemented selective edits for privacy and brand presentation.
Post-Event Execution:
Within 30 hours of game time, Crowdzilla launched the fully interactive photo application, allowing fans to locate themselves in a high-resolution panoramic image, tag friends, and share across platforms. The final release was supported by coordinated Lakers social media campaigns, official press materials, and dynamic visual posts on Instagram and Pinterest.
Real-time analytics and engagement reports provided the Lakers marketing team with quantifiable data — measuring reach, shares, and fan behaviors tied directly to sponsorship and audience insights.
 

Results
The Staples Center activation delivered a breakthrough in digital fan engagement:
    •    Thousands of fans interacted through the gigapixel tagging experience and shared across social media channels.
    •    The activation strengthened the Lakers’ image as an industry leader in sports digital marketing.
    •    Real-time engagement metrics gave the team a new framework for sponsor ROI measurement and audience tracking.
    •    Expanded visibility across Facebook, Instagram, Pinterest, and team mobile platforms drove fan acquisition beyond the venue.
    •    The goodwill created by the free commemorative photos elevated the in-arena guest experience, promoting emotional connection and brand loyalty.
This project reinforced the Lakers’ position as a pioneer in immersive media and fan-first innovation, setting a template later adopted by other major league organizations.
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Engagement 

Los Angeles Lakers

app visits - 43,034

shared impressions 120,000+

contest entrants/user tags users 890

Average visit duration-- 4 minX-men/Fox Pictures 2013 Comicon