The Euros, held every four years, is one of the most significant international football tournaments. In 2024, key sponsor Lidl leveraged the event to deliver unique experiential marketing brand activations across the UK. In partnership with Xi, Lidl created pop-up fan zones in Birmingham, Manchester and the Royal Highland show, bringing fans nationwide together to celebrate the Euros. These fan zones offered Lidl the opportunity to promote their app, strengthen brand engagement, and provide fans with exclusive Lidl prizes and deals.
LIDL EUROS 2024
Bringing fans closer to the Euros with experiential marketing.
At Lidl’s Euros fan zones, guests enjoyed a range of brand activations and gamification experiences, including a 360° video booth, a skeeball-style football game, and Wall Jam. Upon entry, guests registered through Xi’s platform, receiving a QR-coded wristband with a unique user ID (UID). This wristband could be scanned at each game station to capture details and access personalised content through a microsite dashboard.
1,638
VIDEOS RECORDED
4,537
REGISTERED
16,646
GOALS SCORED
OUTPUTS
Video Experience
Slot Machine
QR Code Registration Station
Leaderboard
Wall Jam API
Skeeball Sensor Game
TECHNOLOGY USED
Microsoft Surface Pros x 7
Control Box x 2
Break Beam Sensors
Flood Lights x 6
360 Spinning Unit
Canon m50 Cameras
Sensors x 4
Lighting Panels
32″ LCD Screen
Speaker System
