Together with Coca-Cola Europacific Partners Deutschland and REWE, we launched "Deine Fußballwelt", a digital platform that reimagines fan engagement and shopper marketing — blending football passion with everyday retail. Through an interactive, gamified journey, football fans could become part of their favorite clubs brand world via personalized avatars and take on season-long challenges to earn club-specific rewards like tickets and jerseys, as well as transactional benefits such as coupons.
The Mechanics: A Connected, Gamified Journey
"Deine Fußballwelt" is more than just a promotion — it's a strategically built, interactive brand world. Under the motto "From Shoppers to Fans", customers become part of the shared football sponsorship story of Coca-Cola and REWE, fostering emotional engagement while driving transactional uplift. At launch, Borussia Dortmund, Hamburger SV, and 1. FC Köln — long-time partners of both brands — joined the project to invite fans to experience their club in a completely new and interactive way.
The platform blends digital interactivity with transactional moments at retail touchpoints. Participants completed football-themed quizzes, explored digital scavenger hunts, and uploaded receipts after purchasing a Coke — each action unlocking trophies and real rewards:
- Coke coupons
- Match tickets
- Signed jerseys
- Exclusive fan packages
- VIP experiences
And for those who completed the entire set of challenges, the grand prize awaited:
👉 A trip to the FIFA Club World Cup 2025™ in New York, including access to the opening match against Fluminense FC.
Coke cans became digital collectibles, Mini-Games were gateways for real-world rewards, and every receipt turned a purchase into trophies to bring you one step closer to football legend status. A simple link connected shelf to screen, and turned everyday shopping into an emotional fan experience — direct, mobile-first, and built with a clear incentive to return.
A strategic core: Engagement that lasts
The campaign reflects a powerful alignment between brand storytelling and commercial activation. As Elke Wilgmann, Head of Marketing at REWE, put it:
"With this innovative approach, we’re not only strengthening brand loyalty — we’re setting new standards in how retail and entertainment come together."
Julia Gürtner, General Manager at Coca-Cola Europacific Partners Germany, added:
"Through exclusive club incentives and interactive digital worlds, we're creating a brand experience that engages fans over the long term."
Running across the entire 2025/26 Bundesliga season, this platform becomes a blueprint for how digital ecosystems can extend product value, enhance loyalty, and turn short-term promotions into meaningful long-term relationships.
