01
The brief
Lay’s global Champions League campaign starred Messi, Henry and Putellas, and needed fans to play it, not just watch it.
The Runner, starring Messi, Henry and Putellas
Lay’s
Lay’s 2025 Activating Campaigns & Sponsorships
Lay’s: No Lay’s, No Game
The Runner, starring Messi, Henry and Putellas
02
The experience
A browser-based 3D Unity runner: fans pick an ambassador, run through Barcelona, Miami and Lisbon-themed worlds, collect chips and compete for Champions League final tickets.
03
How it works
Rolled out across 20+ countries as one main experience, localized per market. Thousands of players joined within days of launch, with strong mobile retention.
- Client
- Lay’s
- Year
- 2025
- Pillar
- Activating Campaigns & Sponsorships
The film
The case film · 1:04
The result
9 min Avg play time per unique user
20+ Countries
Participant totals not publicly disclosed.
Delivered with livewall.
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