Built for Competition: Chevy’s Game-Day Challenge at the Army–Navy Football Game

Baltimore, MD | Large-Scale Gamification At the Army–Navy Football Game, Chevy raised the stakes with one of the most ambitious gamified fan experiences PivotXP has ever produced. Designed to channel competitive energy and team pride, this activation turned the fan zone into a full-scale football challenge.

The Experience At the heart of the activation stood two massive 8-foot by 7-foot throwing boards , each engineered for a high-energy football accuracy challenge. After scanning an RFID wristband received at registration, guests had 30 seconds to score as many points as possible by throwing footballs through strategically sized holes — each assigned a unique point value. Custom-built sensors detected every successful throw, triggering illuminated lights as balls passed through the boards. Each station featured a live display showing the guest’s score and remaining time, keeping energy high and competition fierce.

Real-Time Competition, Amplified Scores from both boards fed into a joint leaderboard showcasing the top ten performances across Army and Navy fans alike. By factoring in team affiliation, the leaderboard fueled friendly rivalry while celebrating standout performances from both branches. Every scan, throw, and score was tracked in real time — transforming a simple throwing game into a data-driven, headline-worthy competition.

From the Fan Zone to the Field Chevy’s presence extended beyond gameplay with an enclosed greenscreen photo kiosk that placed fans directly on the football field. After scanning their RFID bracelet, guests were instantly composited into a game-day scene, with photos automatically sent via text or email. Each guest also received a printed photo on-site — combining digital convenience with a tangible keepsake to remember the experience.

A Flagship Gamification Moment This activation demonstrated how large-scale physical design, custom hardware, real-time data, and automated content delivery can come together to create unforgettable fan engagement. For Chevy, it wasn’t just a game — it was a fully immersive competition built for pride, performance, and participation.