The Pass the Ball Challenge was the largest WEB3 activation to date (December 2022). 200+ million bags of chips were printed with a QR code that lead fans into the experience to register for a chance to win tickets to the FIFA World Cup 2022 Qatar. Uniting fans around their love of soccer, by a simple mechanism of passing a golden ‘Futbol’ Fans were then presented with the opportunity to take a selfie, which would be turned into a golden 3D hexagon coin and minted as an NFT. The hexagon would also be added to the giant UGC (User Generated Content) soccer ball, which would also be minted as an NFT at the end of the program. All of this and more took place in an NFT wallet customized with the desired FLNA branding.
The program was groundbreaking in the digital world for a WEB 3 / UGC experience that was simple, fun, culturally relevant, and meaningful personalized. Photos submitted by fans were filled with smiles and incredible unprompted product placements. Leveraging the power of local networks, fans shared with friends and returned daily to play games. The program had huge adoption, and global reach with a local feel and was successful across the board in a truly remarkable first-of-its-kind experience. Most importantly, the experience doesn’t end with the World Cup Final, FLNA now has a direct relationship and line of communication with each one of the fans that participated. This makes FLNA not only the brand but also the platform having onboarded more fans in 60 days than they have Twitter followers over 13 years.
Soft / Hard ROI:
Fans had no idea there was more to the game than an entry into the sweeps. But, once they scanned the QR code they engaged at an incredible rate, came back regularly, played huge amounts of games, shared with friends, and joined the giant UGC soccer ball. From start to finish the program was an overwhelming success engaging and delighting fans with almost zero support tickets being submitted along the way.
30% conversion rate
1.3m contest entries
59% returning visitors (averaging 4 visits per fan)
$1.55 CAC (compared to $22.00 industry average)
36% shared the experience with friends
