Walkers – Virtual Mexican Wave

24 May


In preparation for the UEFA Champions League Final, taking place in Cardiff Saturday 3rd June, Walkers are giving fans the chance to be a part of an interactive, live-streamed Mexican wave.


Walkers – Virtual Mexican Wave


The Aim

To build a digital ‘supporters’ stand’ of fans from around the world opposite the Principality Stadium.


What Are They Doing?

The initial part of the campaign, running for two weeks from 23rd May, features a ‘dug out’ on Cardiff’s Queen Street, where up to three fans can record themselves doing a Mexican wave. Walkers ambassador Gary Lineker himself has recorded the countdown!

This footage will then be shown on a digital billboard opposite the dugout, with Mr Lineker joining in the wave via augmented reality. The campaign also features a social integration, with fans able to instantly share their #WalkersWave across their preferred channels. This, in turn, enters them into a competition to win two tickets to the UEFA Champions League Final between Real Madrid and Juventus.

The final element integrates fans that can’t make it to the activation. The previously mentioned Mexican wave recordings will be added to a virtual ‘supporters’ stand’ opposite the iconic Welsh stadium. However, in addition, fans at home can share a selfie with the hashtag #WalkersWave to see themselves added to the stand and entered into the prize draw.

Speaking on the campaign, Adam Warner, Head of UEFA Champions League Sponsorship at PepsiCosaid:

“At Walkers, we celebrate the fans who love the social occasion around UEFA Champions League match nights as much as the games themselves.  Moments that bring fans together like a fan wave are an important part of a football game.  With the technical innovation behind the #WalkersWave, we’re not only giving fans in Cardiff and beyond the chance to take part in a unique, interactive experience that they can share socially, but we’re also giving the opportunity to win a pair of tickets to the UEFA Champions League Final.”



Why Do We Like It?

The creative scope of this campaign is vast and each element has been planned to perfection, so perhaps it would be easier to say what we don’t hate about it… but that would make a very short article, so instead we’ll cover the elements we feel really stand out.

Firstly, the seamless integration of OOH digital advertising, augmented reality and social media is a masterstroke of both logistics and creativity. All those involved deserve a pat on the back; the number of variables and different technologies  involved must have taken months to plan. Similarly, such an impressive use of technology is sure to drive massive engagement, alongside an attractive prize.

Our other favourite element of this campaign is the policy of total inclusion. The event is completely open for anyone to participate and potentially win an amazing prize, meaning fans from far and wide can be a part of the Champions League, a tournament famous for inclusivity and breaking down barriers.

I personally can’t wait to see the finished product, especially since I only live round the corner!


If Walkers’ amazing campaign has convinced you that experiential marketing is for your brand, please get in touch, we’d be happy to help with any staffing or planning needs you may have!

Did you know our HQ is in Cardiff? We are the go-to agency for promotional staff in Cardiff and the rest of Wales so if you need support for the Champions League Final just give us a shout, we have you covered!