Ferrero Euro Cup
AR championship
For the launch of My Ferrero, the brand’s new loyalty and rewards app, we created a concept that merged the excitement of football fandom with cutting-edge AR technology. Designed for the German market during the Eurocup season, the experience connected Ferrero’s beloved sticker-album tradition with a new generation of digital collectors.
Augmented Reality Revolutionizing Brand Experience
Challenge & Solution
Bringing Ferrero's Tradition to Life with an Immersive AR Experience
Ferrero aimed to launch its new loyalty and rewards app, My Ferrero, by creating a deeper emotional connection with its audience, particularly during the Eurocup season in the German market. The challenge was to innovate beyond traditional promotions, leveraging their established sticker-album tradition while engaging a new generation of digital collectors with cutting-edge technology.
We designed an augmented reality game that transformed passive collecting into active, competitive play. By scanning QR codes on Ferrero products, fans unlocked virtual players for their digital album. These players were fully playable in AR, allowing two users to challenge each other in real-time duels, testing their teams' attack, defense, and special abilities. This initiative created a collectible, competitive, and highly shareable experience.
This project moved beyond traditional promotions by combining gamification, storytelling, and social engagement. It was designed to go viral, spark spontaneous media coverage, and strengthen Ferrero’s presence during major football events. Beyond entertainment, it established a new communication channel, building community, generating valuable user data, and reinforcing loyalty through meaningful interaction.
Key Aspects of the Project
Immersive Gamification
Fans unlocked virtual players via QR codes on Ferrero products, building a digital sticker album and engaging in real-time AR duels with unique player abilities.
Scalable & Shareable Experience
The concept was designed for virality and spontaneous media coverage, adaptable to any league or championship (e.g., Bundesliga, World Cup), offering a consistent global experience.
Enhanced Brand Engagement
This initiative created a new channel for communication, fostering community, generating valuable user data, and reinforcing loyalty through interactive and meaningful brand interactions.
How can AR help your business?
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Augmented Reality brings the thrill of football collecting to life. By merging physical stickers with digital play, fans are invited to interact with Ferrero’s brand universe in a whole new way. Each scan becomes a moment of discovery—keeping users engaged, excited, and emotionally connected to the brand.
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With AR, the traditional sticker album evolves into an interactive game. Fans can unlock new players, build their dream teams, and compete in real-time matches against friends. This fusion of collectability and competition turns everyday purchases into shared experiences, amplifying engagement and replay value.
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This concept transforms Ferrero’s long-standing connection to football into a living, shareable story. As players collect, play, and compete, they generate organic content that spreads across communities and social media. It’s a simple idea with the power to go viral—fueling brand visibility and cultural relevance.
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The experience was designed to promote My Ferrero, the brand’s loyalty app, by connecting fun and rewards in one ecosystem. Each interaction strengthens the bond between brand and consumer, fostering loyalty through play, discovery, and participation.
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The platform can be easily adapted for future leagues and championships—from the Eurocup to the World Cup and beyond. It offers a consistent, exciting, and globally scalable way for Ferrero to engage fans, collect valuable insights, and stay part of the football conversation year after year.