Title | LIDL FAN CUP |
Brand | LIDL STIFTUNG & CO. |
Product/Service | LIDL |
Category |
A05. MOBILE GAMES |
Entrant Company
|
McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
|
Advertising Agency
|
McCANN WORLDGROUP GERMANY Frankfurt, GERMANY
|
Advertising Agency 2
|
MRM // McCANN WORLDWIDE Frankfurt, GERMANY
|
Credits
Elke Klinkhammer |
Mccann WORLDGROUP |
Cco |
Ruber Iglesias |
Mccann WORLDGROUP |
Ceo |
Frank Ladner |
Mrm/Mccann |
Cto |
Martin Biela |
Mrm/Mccann |
Executive Creative Director |
Andreas Brueckner |
Mrm/Mccann |
Managing Director |
Dom Heinrich |
Mrm/Mccann |
Creative Director Innovation |
Mark Hollering |
MRM/Mccann |
Creative Technology Director |
Stephan Rappl |
MRM/Mccann |
Management Supervisor |
Philipp Schlosser |
MRM/Mccann |
Sen. Creative Concept |
Anna/Katharina Ley |
MRM/Mccann |
Account Manager |
Anna/Katharina Ley |
MRM/Mccann |
Account Manager |
Jacqueline Grochalski |
MRM/Mccann |
Visual Designer |
Christian Endecott |
MRM/Mccann |
Copywriter |
Fabian Prell |
MRM/Mccann |
Copywriter |
Kati Kempe |
MRM/Mccann |
Content Coordination |
Lisa Zimpel |
MRM/Mccann |
Account |
Markus Goerg |
MRM/Mccann |
Sen It Architect |
Andreas Gruener |
MRM/Mccann |
Sen It Project Manager |
Sven Kraeuter |
MRM/Mccann |
Maker |
Creative Execution
In a 6-week tournament, fans from 23 countries engaged online, shooting offline on real foosball tables. To bring our idea to life, we did something never done before. We engineered 50 electromechanical, web-connected foosball tables.
In order to control the game, we developed a Facebook web-application. No installation and no plugins were necessary, letting fans play against each other for their own countries from any location and any device.
Player engagement of over 10 minutes per visit, countless shares on Facebook and twitter, an increase of followers of more than 500.000 Fans for Lidl. That is 300% more than the average number of new Fans during this period. And with broad coverage by several media channels in Europe, in just 6 weeks the campaign earned 100 Million impressions and 4 million Euros in coverage. The 50 with Lidl products branded arenas generated more than 100.000 hours of branding during the tournament.
More numbers:
302 cameras. 336 stepper motors. 10km cable. 300 moves per minute. 181.168 motions for each motor. 1.350 TB Video-Traffic. 1 striker.
And the winner? The Lidl Fans of the Czech Republic! This was celebrated with a special voucher action via Facebook.
LIDL, the leading grocery retailer in Europe wanted to transfer their key message - exciting and successful shopping - from local stores into the digital world. And, as an official FIFA partner in 2014 they set out to place it in the context of football.
The world cup 2014 was approaching and fans from all nationalities, cultures and languages were beginning to feel its pulse. At the same time LIDL wanted to push their image as an innovative and surprising brand.
Through one great idea, we gave all football fans, a truly unique opportunity: To win the world cup for their own country and in turn, experience the goal-like feeling of great shopping at LIDL.