THE STORY

To captivate Saudi audiences aged 18-35 during THE GREATEST FOOTBALL EVENT OF ALL TIME, Lay's and OMD partnered with DMS, and Kooora to create an unprecedented virtual reality football activation. Recognizing the power of interactive content and virtual reality, this collaboration tapped into Kooora's passionate audiences and paved the way for a new era of fan engagement.

THE SOLUTION

We constructed an exclusive virtual stadium, completely branded by Lay's, offering football fans an unparalleled experience and a chance to immerse themselves in the world of football.

To heighten the excitement, we handpicked 50 lucky football fans from over 1000 participants who aced the Kooora trivia quiz. These fortunate winners were in for an extraordinary treat.

Equipped with a branded Lay's x KOOORA Oculus device, the winners gained exclusive access to virtual meet-and-greet sessions with their favorite Saudi football players, including Sami Al Jaber, Majed Abdullah, Khalid Alshenaif, and the talented duo Ahmed and Abdoh Otaif.

Ensuring that every fan could be part of the excitement, we live-streamed all the sessions on Kooora and provided regular updates on our engaging microsite.

THE RESULT

• Over 1.3 million microsite visits, capturing the attention of a vast audience.
• More than 3.1k participants, showcasing the campaign's widespread appeal and participation.
• An impressive 164.8k+ engagements across all Kooora & Lay's platforms, indicating the enthusiastic response from the audience.
• Exceeding 2.54 million total video views, demonstrating the widespread popularity of the virtual reality experience.
• Over 1 million article page views on the microsite, showcasing the campaign's captivating and informative content.
• An impressive 2 million+ session views, highlighting sustained user interest and interaction.

Through this groundbreaking campaign, we achieved several significant milestones. Lay's firmly positioned itself as the go-to football snack, uniting fans with their football idols in a virtual realm.

By leveraging cutting-edge technology, DMS has once again proven its commitment to surpassing industry standards for audience engagement. Our strategic execution and innovative approach have led brands to score their winning goals.