•The App went to number one in the iTunes App store and Google Play within just two weeks.

•It reached 200,000 downloads equaling approximately 10% of all smartphones in the country.

•50% of users were < 25. 20% were 25-34.

•More than 1 million balls were kicked.

•The Facebook fan base grew from 73.000 to 180.000.

•Faxe Kondi saw a 115% increase in social media mentions.

•Top of Mind brand awareness up by 200% in the target audience.

•Unaided ad awareness up by 200% in the target audience.

•Preference up by 15%.

•Market share up 4% (vs. 2011).

The app was a combination of augmented reality, geotracking, gamification, Facebook integration and instant rewards.

3 million invisible footballs were distributed across Denmark. Players could locate the balls with their phone, kick them to win prizes and compete with friends.

TV, on-line and mobile advertising invited Danes to join in the game and drove them to download the app to play. QR codes were on bottles and POS to prompt further downloads.

Players were engaged through Facebook with other games and the chance to win more points.

In less than two weeks over 200,000 Danes had joined the game.

The idea revitalized the brand and demonstrated its playful attitude in a fun, relevant way, tapping into the biggest sports event of the year.

More importantly, with this app we have created a long term engagement platform allowing Faxe Kondi to connect with its fans whenever, wherever – independent of traditional media.

Faxe Kondi was the first sports energy drink in Denmark and today is one of the most popular soft drinks in the country. It traditionally used sports celebrity endorsements in its advertising. But, Faxe Kondi wanted to move from being associated with elite football to being the sports drink for everyone, everywhere. The challenge was to strengthen brand engagement amongst young people and demonstrate that you can ‘Play Everywhere’. Our audience love football. Mobile is their preferred medium. The 2012 European Football Championship was our opportunity to take football to the streets of Denmark by inviting everyone to participate in a national soccer game. All you needed was the Kick Balls App. We turned the whole of Denmark into one big virtual soccer pitch, placed virtual balls all over the country via augmented reality and geotracking. Users could find them with the App, kick them to win prizes and compete with friends