Lidl: Fan Cup
Open the game- Brand
- Lidl
- Objective
- Engagement
- Industry
- Retail
- Platform
- Social
- Agency
- The White Zebra
Objective
Lidl sought to increase its social media presence across Europe during the 2014 FIFA World Cup, when the brand was an official FIFA partner. The goal was to boost fan engagement and acquire new followers by creating an entertaining tournament that connected the brand's identity to football culture in a novel way.
Solution
The campaign was a 6-week online-to-offline tournament hosted on Facebook where fans from 23 European countries competed on behalf of their nation. Players controlled actual electromechanical foosball tables via a web application; 50 specially engineered web-connected tables were deployed across European arenas, each branded with 25 different Lidl product lines. The game required no installation and allowed fans to engage in average 10+ minute play sessions per visit.
Results
The campaign reached 11 million Facebook users across Europe, resulting in 500,000+ new fans acquired within six weeks (300% daily fan growth). It generated 100 million media impressions and €4 million in earned media coverage. The Lidl-branded arenas accumulated 120,000 branding hours. The project won the Facebook Campaign category at the 7th Annual Shorty Awards and received FWA Site of the Day recognition.
