When organisers of a major international indoor athletics championship brought React in, the objective was clear.
They had a full arena, a knowledgeable crowd, and strong energy in the building. What they didn't have was meaningful digital engagement. Fans were watching, but not interacting.
The goal was to change that without disrupting the sport itself.
What followed delivered far more than expected.
The Challenge
Indoor athletics is not an easy environment to work in.
Multiple events run at the same time. Attention shifts constantly. There are fewer obvious breaks compared to sports like football or basketball. Fans are engaged, but their focus moves quickly across the arena.
The brief reflected that complexity.
- Engage a full 6,000-seat venue
- Create something visually impactful
- Encourage sharing without pulling attention away from the competition
- Make it work instantly across thousands of devices
The Approach
The solution was built around three simple layers, each designed to remove friction and build momentum throughout the event.
QR-Based Entry
Everything started with access.
QR codes were placed across tickets, programmes, and venue screens. Fans scanned and joined immediately through their browser, with no app download or setup required.
Adoption was fast. Within the first hour of each session, the majority of the crowd was connected and ready to take part.
Crowd Light Moments
With fans connected, the focus shifted to the arena.
During key moments such as medal ceremonies and transitions between events, phones across the crowd were synchronised to create large-scale light effects.
Sections of the arena lit up in national colours as athletes were introduced. Waves of light moved across the crowd during opening sequences. The closing moments of the championship were built around a coordinated visual finale.
These moments became a central part of the atmosphere rather than a separate feature. They were widely photographed and shared, and quickly became one of the defining visuals of the event.
AI Fan Content
Alongside the large-scale moments, fans were given something personal.
Using React's AI fan experience, they could take a selfie and instantly generate a piece of branded event content featuring themselves. The output was designed to be clean, fast, and ready to share.
Thousands of these were created across the event, with strong sharing across social platforms. Each one extended the reach of the championship beyond the venue.
The Outcome
The impact was clear both in the venue and online.
- A large majority of attendees actively connected and took part
- Thousands of personalised fan assets were created
- Fan-generated content spread across social channels in significant volume
- Overall event visibility increased compared to previous editions
- Fan feedback highlighted the light moments as a standout experience
Feedback from the Event Team
The biggest concern going in was that digital engagement might distract from the sport.
In practice, the opposite happened.
The interactive elements sat naturally alongside the competition. The light sequences felt like part of the show. Fans treated them as highlights, not interruptions.
What We Took From It
A few things became very clear.
Timing matters. The strongest moments aligned with what was already happening in the arena. Trying to force interaction at the wrong time does not work.
Access has to be effortless. If it takes too long to get involved, people drop off quickly. The entry point needs to feel instant.
And most importantly, shareable content drives value. When fans create something they want to send or post, the event continues long after it ends.
Planning a major event? Talk to the React team about what a tailored engagement strategy could look like.
