Fan Engagement is the identification and implementation of tactics that generate higher interest and engagement by football fans in preparation for and during the FIFA World Cup Qatar 2022. 

 

CHALLENGE

 

Design an amazing holistic experience, like no other on earth. Bring new, and old audiences together in a country that is mostly undiscovered in other markets. 

 

Deliver a unique and fan-centric experience that meets fan expectations and seamlessly integrates local stakeholders to present a unified offer to fans.

 

SOLUTION

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To reflect the ambition of making the Qatar World Cup the most connected ever, we created a unique experience that connected Qatar's capital, Doha, and the rest of the country via an experiential ecosystem. 

 

This involved developing a thematic masterplan where experiences were mapped out to the many visitor groups, from the beaches to the mangroves, to the cultural districts.