TRACE THE MOMENTS THAT MATTER
UEFA wanted to offer its brand sponsors a new way to engage football fans during the 2024 UEFA champions league. With our previous experience in serialised fandom, this was a task we understood very well and put together a campaign that not only delivered an exciting fan experience but in the process created a direct connection with every fan.
Concept
Using the Trace platform, fans would collect free pieces of digital memorabilia from each match they watched throughout the tournament.
Using the Trace platform, fans would collect free pieces of digital memorabilia from each match they watched throughout the tournament.
Each Trace would be crafted using actual match data taken from the connected ball, capturing the story of the match in its final design, serving as a piece of digital memorabilia for fans to recall the key moments of the matches they were apart of.
With each new Trace collected, fans would level up their profile by unlocking achievements badges. At the end of the tournament, fans would unlock access to a variety of exclusive products and offers based on the Traces they had collected.
Full presentation available on request*
