Case Study

The Champions League
Drive Through

Bring the magic of the UEFA champions league final to life, sponsored by Pepsi Max

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The results:

5 venues

Broadcast simultaneously


Attendees at events

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The challenge:

As headline sponsors of the Champions League final, Pepsi Max are committed to bringing the magic of football to fans every year.

But Covid 19 brought some significant new challenges to activating such an iconic sporting event.

Pepsi Max needed to create an impact through physical and social / digital activations centred around the iconic Cup Final, whilst managing complex and restrictive Covid regulations that were ever-changing.

Oh – and we had 5 weeks to conceive, create and deliver something together!

What we did:

We created the perfect environment to inspire fans with the “best seat in the house” for the champions League Final –
5 simultaneous drive in cinemas across the UK.

Fans couldn’t get to sporting arenas or other venues to watch the big game – so we created the best Covid-compliant experience to make the event memorable.

Co-ordinating with LiveNation and other festival partners, we gave fans THE Champions League experience to remember – world class pundits commentating live on the game including Ben Foster, Michail Antonio and Siobhan Chamberlain. We provided Pepsi Max goodie bags for the audience to enjoy during the big game from the comfort of their vehicle. We also had huge screens, incredible audio, and amplified this brand experience through digital and social media channels.

Our brand ambassadors were on hand throughout the event to make sure fans had a great experience, and allowed food and drink to be ordered to cars throughout the night.

A night to remember for all!

“We were delighted with the outcomes of this event, iD once again took our vision and made it into a reality, despite working under complex covid restrictions.”

Pepsi Max

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