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An Always-On World Cup Experience
In 2018, Carlsberg saw the World Cup as a chance to connect with football fans.
The loop, match after match
- 01Predict
- 02Watch
- 03Score
- 04Earn points
- 05Climb the leaderboard
- 06Return for the next match
Growth cycle · Deepen
The World Cup runs for a month. How could the brand bring fans back every match day?
What we found
Conventional advertising would have given the brand a single burst of attention. It wanted an interactive experience that kept fans engaged for the whole competition.
What we recommended
We created a prediction game, so every match gave fans another reason to return.
- Fans forecast match outcomes and scores
- Correct predictions earn points
- Points move fans up a leaderboard
- The highest-performing participant competes for a major prize
What we implemented
We built the game and the tools to keep fans engaged throughout the tournament.
- User registration and login, with score and match prediction
- A points and leaderboard system
- Real-time match information from an external sports-data API
- Prize, promotional and scratch-and-win modules, with email and SMS automation
What we delivered
- Match prediction game
- Points and live leaderboard
- Live match data feed
- Prize and scratch-and-win campaigns
- Email and SMS campaign automation
- Fan registration and CRM data
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