We wish to learn the value that Irra can bring to experiential marketing. Thus, on September 11, 2025, we conducted a product-market fit (PMF) test at a professional baseball game in Korea, between the LG Twins, playing at home against the KT Wiz. With event activation in mind, we tried to engage with the fans of LG Twins outside the Jamsil baseball stadium one hour prior to the start of the match by offering a set of free LED cheering lights and candy.
The LG Twins are one of South Korea’s most popular professional baseball teams and are based in Seoul. Established in 1982, the team has a passionate fan base and plays its home games at the Jamsil Baseball Stadium. As its name implies, it is owned by LG Corporation, the famous Korean electronics and petrochemical giant.
The KT Wiz, on the other hand, is owned by KT Corporation, the largest telecommunications company in Korea. Founded in 2013, the Wiz are one of the league’s newest teams but have quickly made a name for themselves with their fast-paced play and ambitious approach. During the test, LG Twins are ranked top on the KBO league standings while KT Wiz are ranked third.
We designed a simple LG Twins’ livery on the rover’s body, as shown below. We pre-programmed Irra to announce pre-recorded audio and visual messages that are played via its speakers at the rear and the LED display in front. While roaming outside the stadium, we played a Korean AI voice announcing this message in a continuous loop – “Hello everyone, have some free gifts. Only for LG Twins’ fans.” This message is triggered by our remote operator located about 100m (328 feet) away.
Once Irra spots some fans and wishes to approach, we switch Irra to approach mode, where it tries to get personal. It plays the following message in Korean – “Hello! Please have some free LED lights for cheering. And take a photo of me and post it on Instagram.”
The Results
The whole campaign took under half an hour, and the response was phenomenal. We exhausted our entire supply of gifts within 20 minutes. Even so, fans continue to interact with Irra by taking photos and waving their hands. We are unable to estimate the number of Instagram posts since the social media platform only ranks posts based on popularity, and not in chronological order. You can watch the actual footage of the test below.
Here are the stats:
- Total time: 20 minutes
- Total freebies: 25
- Total fan engagements: 95++
- Total photos taken of Irra: 25++
The statistics are only based on what we captured from Irra’s frontal camera. This excludes what was not captured from the sides or rear.
The PMF trial at the LG Twins vs. KT Wiz game demonstrated the strong potential of Irra as an experiential marketing tool. By combining engaging audio-visual messaging with interactive, personal engagement, Irra was able to attract attention, deliver items, and encourage social sharing, all within a short time frame. The overwhelmingly positive fan response, including rapid uptake of giveaways and ongoing photo interactions, highlights Irra’s ability to create memorable, high-impact experiences in real-world settings. This test confirms that Irra can be a powerful asset for brands looking to connect with audiences in dynamic, innovative ways at sporting and live events.
