Our goal is to discover the best moments to connect with people. To use those moments to guide people down pathways of engagement. And to design and delight in ways that lead our audience to come back for more back for more.
We Challenge You
To Have the Fan Mind-Set
THE MERCEDES-BENZ STADIUM BRAND ESSENCE
Make it ICONIC
Early in the design process, Falcons team executives challenged the stadium’s architects to create a building that would not only be iconic for the downtown skyline, but one that would allow the city of Atlanta to lead the world into the next generation of stadium design. Throughout the process, the design team conditioned its contributors to ask “What If?” Instead of “What Is?”
We apply that same challenge to our marketing partners when expressing the stadium brand essence through every experience. This is about knowing the different audiences and crafting the entirety of how they experience the environment specific to the Atlanta Falcons, United FC, and Concert/Event Fans — ensuring that it’s a seamless, integrated experience that moves people along pathways of interaction.
Where the Experience Lives
Creating meaningful, relevant and distinctive touchpoints
First impressions are everything, and our visitor’s decision-making and experience starts before they even arrive.
From sporting events, concerts, or general public assemblies, every touchpoint should reflect the face of the Mercedes-Benz Stadium brand and it’s voice.
This is about the experience of brand equity, brand essence, and personality. But it’s not just about what a brand says; it’s about how it behaves. The experience is the foundation to brand behavior, and that behavior matters because actions and experiences speak louder than words.
What The Experience Provides
Service
It starts with our people. Our employees are our brand and every contact a fan and guest has with our employees is a touchpoint. We will do everything we can to empower and inspire our colleagues and associates to be our greatest brand evangelists.
The Atlanta Falcons Brand Challenge
Be Elevating
The electric energy of the Falcons and it’s fans will always be part of the fabric of the city. The greatest benefit to the Mercedes-Benz Stadium is the positive energy that will be infused into our fans, our people, and our spirit. The uplifting energy is infectious. As more people become ambassadors for the Atlanta Falcons, so grows the importance of elevating our diverse audience’s engagement. Do it well and we will continue to RISE UP.
Our main goal and challenge is to provide our fans, communities, and partners the highest quality sports and entertainment in the world, and to do so in a way that is true to our Elevating brand essence.
As a team, we support one another. We depend on one another. Our fans give us their hearts — our communities see themselves in us, and we see ourselves in them. No matter how much we accomplish, no matter how successful we are, no one is bigger than the game. We embrace our interdependence. We humbly strive to bring our team, our players, our fans, and our communities to the highest level.
THE ATLANTA UNITED BRAND CHALLENGE
Stand UNIFIED
When the Atlanta United unifies our diverse audiences with memorable experiences, our fans will want to shout about it from the mountain top — or the hottest social platform. The Mercedes-Benz Stadium experience will provide the social engagement that fulfills a unified community and fuels the United spirit here in Atlanta and throughout the world.
The challenge to all of our partners is to bring the Unified brand essence to life through every authentic experience. The Atlanta United experience comes from the heart. We want the United Fan to remember Atlanta is a modern, international city that embraces all its citizens, creating an inclusive fan base that is progressive and passionate. A diverse fan base that becomes one voice. We all gather together and stand united.
We are a football club because we are more than just the team: we are the fans, we are the community, we are Atlanta, taken from the voices of the citizens.
This is our City. This is our Club.
We are Atlanta United.
THE EVENT BRAND CHALLENGE
Live CONNECTED
The goal of the Event experience is to create emotionally CONNECTED encounters. Making the fan feel something. Taping into our audience’s deepest feelings. Moving them to dream bigger, inspiring them to do more, give more, and be more. Connecting with the fan in a real, compelling, and relevant way.
Mercedes-Benz Stadium will host more than 100 experiences a year, including concerts, family shows, collegiate tournaments, and professional sporting events. And with each experience, the stadium will provide and adapt to each opportunity. By utilizing innovative staging, lighting, and mechanized curtain systems for the mid and upper bowls, we can tailor the capacity and create a personal connection to our diverse audiences.
We will amplify this connected experience by leveraging the Mercedes-Benz Stadium’s technology, functionality, and flexibility for each specific event. The Mercedes-Benz Stadium will provide a strong Information Technology infrastructure to insure the highest level of connectivity, and a best-in-class, digital environment.