With all eyes on Qatar for the first FIFA World Cup in the Middle East, Visa wanted to use their sponsorship of the tournament to demonstrate that the brand is much more than just a credit card.

Visa’s global campaign around the tournament was ‘For Fans Everywhere’, and the brief was to create an innovative, accessible experience for the FIFA Fan Festival in Doha that enabled participation for all.

After scanning a QR code, registering and selecting which country they wanted to represent, players were fitted with a tracker - supplied by Kinexon - the company that fitted tracking tech in all the official Adidas balls.

Using this tracking technology, all player and ball movement was tracked in real time, fed into a bespoke interpretive algorithm, which converted that movement into brushstrokes of different sizes, shapes and forms, depending on the data set. A rendering pipeline then immediately sent

that output to the LED pitch surface of our arena, with a lag time of less than 0.2 seconds.

The key moment of each game (a 10 second clip of a goal or skill move) was transformed into digital art, minted as an NFT for each player, and sent to their Crypto.com wallet, as well as via email, so they could share a unique, personalised souvenir of their experience.

The approach for Visa’s activation of the FIFA Fan Festival in Doha, was to give everyone the opportunity to be an artist, as they stepped into the Visa Masters of Movement arena. Fans selected one of the 32 FIFA World Cup nations to represent and were fitted with a tracking device to capture their movement.

The strategy was to turn players’ individual movement data into brushstrokes, so the pitch could become a canvas, and them the brush. Allowing each individual to create a bespoke work of art, that would be minted as an NFT and available to them immediately. To do this, we created a complex series of data exchanges to facilitate the end-to-end experience.

Every person who came and played a match at Visa Masters of Movement - of which there were

24,817 - had a unique digital collectible artwork created and sent to them.

The players that opted in - of which there were 12,293 - had an additional animated version generated, but only those who signed up for a Crypto.com account - 3,476 - had their animated artwork minted. This is what is publicly viewable on the site, but isn't reflective of the total

number of digital collectibles created.

What surprised us most, was that a buoyant secondary market emerged on Crypto.com, of people buying and selling the NFTs they had generated at Visa Masters of Movement, some selling for hundreds of dollars, showing there was real value created, as well as many more people on boarded into the world of NFTs.

Other notable data-driven stats:

- A total of 120,000 fans visited Visa Masters of Movement

- A total of 9,546 goals were scored

- 11,935 skill moves were made

- 99% of people who had an interaction with the experience said it made them see Visa as

more than just a credit card.

- The experience generated 957,000,000 impressions