Hosting the FIFA World Cup in North America created a unique opportunity for soccer clubs to bolster their communities and rapidly grow their fanbases. The Portland Timbers set out to capitalize on the tournament's momentum by creating Portland's premier World Cup watch party. Beyond delivering an unforgettable event, they looked for a way to identify attendees, engage potential new fans, and build lasting relationships that extended well beyond the tournament.
Through the Soccer Celebration Watch Party, presented by adidas and McDonald's, the Timbers transformed Pioneer Courthouse Square into a four-day immersive fan festival featuring live World Cup matches on giant video boards and a McDonald's Fan Zone filled with 21 interactive experiences. Fans could:
With multiple ways to play and win, the campaign encouraged fans to explore the entire event while seamlessly capturing first-party data across every experience.
By combining multiple gamified experiences into one convenient fan destination, the campaign created a vibrant, community-focused atmosphere that kept attendees engaged throughout the weekend, amplified partner visibility, and demonstrated how gamification can drive lead generation while enhancing the live event experience.
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