Fashion & Lifestyle
GIF Activation in the BOSS Corporate Identity at the ATP Tournament BOSS Open
The BOSS Open in Stuttgart is one of the most important ATP tournaments in German tennis — a premium sports audience, high brand affinity, a short window. BOSS wanted to use the tournament week to connect visitor interaction with newsletter growth. UpReach delivered an UpReach Compact Classic activation fully in the BOSS corporate identity. Image output as a GIF with a tournament reel on the start screen, coupled with a GDPR-compliant data gate for newsletter recruiting and CRM integration.
More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.
The initial situation
ATP tournaments are high-quality brand-activation settings, but technically and logistically demanding. Over the tournament week, visitors stay on the grounds only a few hours on average, and attention is focused on the sport — touchpoints have to be understood and used instantly, or they are passed over.
The requirement for the activation was threefold: first, the hardware had to blend visually with the BOSS corporate identity and the tournament aesthetic — no generic photo-booth branding, no foreign body in the premium setting. Second, the data capture had to run GDPR-compliant without slowing the photo flow. Third, the image output had to be in a format that visitors share organically on social media — standard photos are saved and forgotten, GIFs are shared.
The technical risk: outdoor event conditions with changing light, high frequency in the peak slots between matches and no room for reset breaks.
The UpReach solution
UpReach deployed an UpReach Compact in the Classic configuration with black hardware — the understated look integrated visually into the sports setting without being perceived as an external element. The entire software interface was designed in the BOSS corporate identity: a standby screen with a curated tournament reel, action buttons in the BOSS typographic style, image output with a tournament logo overlay.
The output mechanism was optimised for GIF. GIFs are disproportionately shareable in sports social media — the moving moment works better in posts and stories than a static image. Visitors could start their capture as a GIF directly at the terminal, receive it by QR code or email and share it on Instagram, X or LinkedIn in real time.
Before image output, the GDPR-compliant data gate ran: email address, newsletter opt-in with a timestamp, and image-rights confirmation for reuse in BOSS marketing. The captured leads flowed in real time into the UpReach KPI dashboard and could be transferred to the client's CRM via REST API. More on the hardware: /produkte/compact.
Setup & Logistics
Four weeks' lead time: 2 weeks for interface design and BOSS corporate-identity adaptation (tournament reel integration, button design, GIF overlay layouts, sign-off by the brand managers), 1 week for hardware wrapping and a pre-production test, 1 week for logistics preparation and security-concept alignment with the tournament organiser.
Set-up by an UpReach technician the day before the tournament started, including calibration of the camera to the outdoor daylight and backup lighting for the evening slot. During the tournament week, the photo booth ran in kiosk mode — visitors operated the system with no staff assistance.
The cloud CMS delivered live data to the BOSS marketing team: sessions, conversion rate from photo to opt-in, output-format distribution and the geographic origin of visitors via IP-based localisation. A data pipeline with real-time handover to the client's CRM after every confirmed opt-in.
Results by the numbers
ATP tournament week with an always-on activation
primary output format for maximum social media shareability
CI consistency in the BOSS design
The setup ran stably in kiosk mode across the full tournament week, with no staff support at the touchpoint. The GDPR-compliant newsletter opt-ins were transferred to the BOSS marketing CRM in real time — no CSV exports, no manual reworking, no data loss during brief network fluctuations (offline caching active).
The GIF-first strategy is the lesson for comparable sports-event activations: visitors share moving content far more often than static images. Every shared GIF creates earned media value in the visitors' social graph — reach that would be barely achievable as paid advertising in the same premium setting.
The geographic distribution of visitors additionally gave BOSS insight into the regional reach of the tournament — a data layer that classic outdoor-advertising campaigns cannot access.
Key takeaways from this setup
A GIF beats a standard photo at sports events: in a sports setting, moving content is shared far more often than static images. Anyone running photo activations at sports events should set the primary output format to GIF — not the static image.
The hardware has to disappear, not stand out: in premium settings, the activation hardware must not be perceived as a foreign body. The black Compact hardware with the BOSS corporate-identity wrap integrated into the tournament setting — a colourful or UpReach-branded variant would have disrupted the premium impression.
Outdoor brand activation needs light calibration: changing light conditions between day and evening are the biggest risk to image quality. On-site calibration on set-up day and backup lighting for the evening slot are not an optimisation but a precondition.
UpReach Components Used
Hardware
UpReach Compact (Classic configuration, black)
Software 01
AI background removal (offline mode booked), GIF rendering with a brand overlay
Software 02
white-label UI in the BOSS corporate identity, tournament reel integration, GDPR data gate with newsletter opt-in, UpReach KPI dashboard, CRM REST API
Brand activation for your sports or premium event
UpReach builds CI-aligned photo-booth activations with a GDPR data gate and CRM integration — for premium events where the hardware should disappear and the brand should become visible.
