Lay’s 2025 Activating Campaigns & Sponsorships
The Runner, starring Messi, Henry and Putellas
The UEFA Champions League is the biggest stage in club football, and Lay’s wanted its global campaign to do more than play out on the screens around it. With Messi, Henry and Putellas fronting it, the brand had the star power. The challenge was turning fans who watch into fans who play.
01
Lay’s global Champions League campaign starred Messi, Henry and Putellas, and needed fans to play it, not just watch it.
For a brand activating a sponsorship at this level, reach is the easy part. The harder, more valuable goal is participation: getting fans to spend real minutes with the campaign, not a passing glance.
02
The answer was a browser-based 3D Unity runner. Fans pick an ambassador and race through worlds themed on Barcelona, Miami and Lisbon, collecting chips along the way and competing for Champions League final tickets.
Because it runs in the browser, there is nothing to install: fans go from seeing the campaign to playing it in a single tap, on the phone in their hand.
The runner, in the Miami-themed world
03
It rolled out across 20+ countries as one main experience, localized per market, so a global campaign still felt local everywhere it landed.
Fans played for an average of nine minutes per session, with thousands joining within days of launch and strong retention on mobile.
The screens
No Lay’s, No Game, playable in the browser on mobile.
The film
The case film · 1:04
The result
9 min Avg play time per unique user
20+ Countries
Participant totals not publicly disclosed.
Published Updated
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