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 club's 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
Coke cans became digital collectibles, Mini-Games ware 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.
