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Meta

Meta Threads Throne

Fabrication
Concept Development

Meta approached us to develop an interactive piece of Threads-branded content that athletes would immediately recognize and feel a connection with. At Fresh Tape Media, we love to see consistent cross-sport campaigns so we wanted to build something that would make any athlete feel like royalty...wait a minute...

A Washington Husky player is seated on the Threads Throne which is a black throne-like chair, he is wearing a white hoodie with the letter 'W' and '2024' printed on it. The Threads Throne features a circular design with the words 'THREADS THRONE' repeated multiple times.

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Strategy

With our fabrication, we wanted to deliver a unique and ownable asset for Threads that stood out and generated excitement. Ideally, it would be large enough to pack a punch but simple enough that it could be transported or recreated anywhere. The Threads Throne was unveiled at CFP where we wanted to make sure all players were onboarded to the platform and document their first-ever Thread and shared their meme reactions to game-specific situations.

"This image shows detailed measurements for the Threads Throne in a diagram provided to fabricators to begin building the set piece.
Mock of dimensions for the build of the Meta Threads Throne ahead of CFP
The Meta team sits on and around the Threads Throne after the CFB Playoffs, smiling for the camera after a day of production on site at Media Day
Meta and Fresh Tape Media crew on site at the College Football Playoffs Media Day, the debut of the iconic Threads Throne
Quentin Moore of the Washington team sits on the Threads Throne
Cole Morgan of Michigan sits on the Threads Throne for his very first Thread

Serialization

The Threads Throne became an identifiable centerpiece that athletes love being associated with, that drives brand loyalty and engagement for the Threads platform and their owned Meta content from top sporting events like College Football Playoffs, the Olympic Games and the X-Games. Since the fabrication of the Threads Throne, 500+ people have snapped pics, shared hot takes, and created content on the iconic seating.

Paralympic athlete Mckenzie Coan takes on the Threads Throne at the Team USA Media Summit before the Paris Paralympic Games
X Games athlete Ryan Wilson sits on the Threads Throne ahead of the X-Games

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I love working with the Fresh Tape Media team because it feels like an extension of our own, helping make our ideas bigger and better every time.

Nick Marquez — Sports Partnerships

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