Volkswagen of America, in partnership with Major League Soccer, embarked on a multi market tour bringing the MLS Cup trophy, named for soccer visionary, Philip F. Anschutz to the fans. “The Road to MLS Cup” culminated in Los Angeles at the championship game between the Los Angeles Galaxy and the Houston Dynamo on December 1, 2012. The final game determined the MLS champion and also featured David Beckham’s final contest in a Los Angeles Galaxy uniform.
Before the match, fans were invited to the VW experience where they got the chance to participate in several activities and meet some of the MLS stars. Parking Lot 13 at the Home Depot Center was a designated space for the Experiential Event and was designed to entertain, inform and provide a lively VW experience. VW owners were privileged to have their own parking area next to the stadium and the event area provided interactive booths with sign making, face painting, promotional giveaways soccer skills challenges, fan cheering contests, worlds longest foosball table, lounge for player interviews and a photo opportunity stage with the MLS Cup. VW also had on hand their Beetle, Passat and Tiguan to view and get information on.
This was the final event in “The Road to MLS Cup” and required the largest presence of the series. The turnaround time was extremely tight and there were several unique products to produce including printing on artificial turf and creating a “goalkeeper” obstacle to stretch in front of a practice goal. Most importantly, all the products would need to be consistent in color to maintain brand integrity for VW.
Our project managers also had to coordinate with a travelling client to determine what hardware would be reused from previous events and conform the graphics to fit the hardware.
Primary has a comprehensive array of print devices for every application. This gives us a tremendous advantage in meeting time critical installation schedules for products ranging from dye-sub fabric prints to directly printing on any substrate up to 2” thick. Two of our 10ft. wide flatbed printers allowed us to print direct to the artificial turf and at a high resolution. With all these devices fingerprinted to each other we were able to produce consistent color for all large format graphics and smaller event collateral.
Not only does our range of print devices allow us to get jobs printed quickly, but with our strong partnerships with material and hardware vendors we can quickly source the most unique materials and hardware available.
VW had a striking and very well branded presence that created an engaging, fun and informative experience for the fans. Several products including: lollipop signs, tent fabric walls, wind dancers, A-frame signs, pop-up fabric walls, cheer cards, directional hand held signs, retractable banners, decals, goalkeeper graphic, artificial turf and table cloths were all produced at our two manufacturing facilities in a coordinated execution to meet visual design objectives, conform with structural and engineering plans as well as meet critical installation schedules.