https://www.youtube.com/watch?v=ZoMLFYi3YdQ
United Kingdom
1,638
Videos Recorded
4,537
Fans Registered
16,646
Goals Scored
3
UK Locations
Overview
The Euros comes around every four years, Lidl made sure their fans felt every second of it.
UEFA Euros 2024 was one of the biggest sporting events of the year, and as a key sponsor, Lidl wanted an activation that went beyond branding. The brief was to create genuine fan experiences that brought people together, promoted the Lidl app, and gave everyone who attended something memorable to take away.
IUF Experiential delivered three pop-up fan zones across Birmingham, Manchester, and the Royal Highland Show, each built around a suite of interactive brand activations and gamification experiences. A 360-degree video booth, a skeeball-style football game, and Wall Jam gave fans multiple ways to compete, create content, and connect with the Lidl brand across the tournament.
At the heart of the experience was a connected registration system: every guest received a QR-coded wristband with a unique ID, scannable at each game station to capture their session and deliver personalised content through a dedicated microsite dashboard. 4,537 fans registered, 1,638 videos were recorded, and 16,646 goals were scored across the three locations.
Journey & Experience
Three locations. Multiple activations. One connected experience.
Every fan registered on arrival, receiving a QR-coded wristband that linked their identity to every activation they visited. That wristband was the thread connecting the whole experience: scan in, play, get your content, move on to the next station.
360 Video Booth –Fans stepped into the 360-degree spinning unit for a fully immersive video moment. Canon M50 cameras captured the experience from every angle, with flood lighting and lighting panels creating a high-quality, shareable result. Videos were delivered directly to each fan via the microsite dashboard, accessible through their wristband QR code.
Skeeball Football Game – A skeeball-style football game with break beam sensors tracking every goal. Scores were logged to the leaderboard in real time, creating competition across the fanzone and between all three locations. 16,646 goals were scored across the event, each one tracked, recorded, and feeding into the live leaderboard.
Wall Jam – An interactive Wall Jam activation powered by the Wall Jam API, giving fans another way to engage with the fanzone and contribute to the broader Lidl brand experience. Content and scores fed back into the microsite dashboard alongside the other activations.
The slot machine mechanic added a reward layer across the fanzone, connecting participation to exclusive Lidl prizes and deals, and reinforcing the Lidl app as the place fans could access more.
Technology Architecture
Every scan, every goal, every video linked to a single fan profile.
Core Infrastructure
- QR code registration system – wristband-based unique IDs linking each fan to their activity across all game stations
- Microsite dashboard – personalised content hub accessible per fan via QR scan, delivering videos and activity data post-event
- Leaderboard – real-time scoring across the skeeball game and other activations, driving competition throughout the fanzone
- Wall Jam API – powering the Wall Jam interactive activation
- Slot machine mechanic – reward layer connecting participation to Lidl prizes and app promotion
Hardware Ecosystem
- Microsoft Surface Pros x7 – control and interface devices across all activations
- Control boxes x2 – managing hardware integration across the fanzone
- 360 spinning unit – immersive video capture platform
- Canon M50 cameras – high-quality video capture for the 360 booth
- Break beam sensors x4 – goal detection for the skeeball football game
- Flood lights x6 and lighting panels – studio-quality lighting for the 360 video booth
- 32″ LCD screen – display and interface across the fanzone
- Speaker system – audio across the full fanzone environment
Implementation
Three pop-up fan zones. One consistent experience. Built, deployed, and operated across multiple UK locations.
Phase 1 – Build & Configuration
- All activations developed and configured to brief: 360 booth, skeeball game, Wall Jam, and slot machine reward mechanic
- QR registration system and microsite dashboard built and tested
- Leaderboard and scoring systems integrated across all game stations
Phase 2 – Deployment Across Three Locations
- Fan zones installed and operational at Birmingham, Manchester, and the Royal Highland Show
- All hardware configured and tested per location: cameras, sensors, screens, lighting, and speaker systems
- Registration stations live and wristband distribution operational at each site
Phase 3 – Live Event
- All activations live and running across three simultaneous locations
- 4,537 fans registered across the event
- 1,638 videos recorded and delivered; 16,646 goals scored and logged to the leaderboard
Watch our Project Showreel
Outcomes
4,537 fans registered, 1,638 video delivered
Every registration was a direct connection between Lidl and a fan: a data point, a content delivery, and a reason to engage with the Lidl app. 1,638 personalised videos created shareable branded content at scale across all three locations.
16,646 goals and a leaderboard that kept fans coming back
The skeeball game and real-time leaderboard turned a single visit into a competitive reason to return. 16,646 goals scored across the event reflects an activation that fans didn’t just try once, they came back to beat their score and each other.
A sponsor activation that felt like the tournament itself
Three fan zones, multiple activations, and a connected wristband experience gave Lidl a presence at Euros 2024 that went well beyond a logo on a banner. Fans left with personalised content, a reason to download the Lidl app, and a brand memory built around participation rather than passive exposure.
