Case Study

The Champions League
Drive Through

Bringing the magic of the UEFA Champions League Final to life, sponsored by Pepsi Max

Blue dot grid

The results:

40Plus icon

Press and PR
coverage with,

56mPlus icon


5 venues

Broadcasting live



Attendees at events

Green dot grid Green dot grid

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, Pepsi Max goodie bags to enjoy during the big game from the comfort of your vehicle, huge screens and incredible audio, and amplification 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

Other case studies from iD

Speak to an expert

    Blue dot grid