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La Moderna
FIFA World Cup

AR + Social XR

To enhance La Moderna’s themed packaging for the FIFA World Cup 2026, CamOn developed the immersive campaign “La Moderna Special Edition Soccer”. A QR code transformed the pack into an access point to an interactive experience that integrated a Photo Opportunity with Luis Hernández and an augmented reality penalty shootout with exclusive rewards.

In this way, users turned their environment into a World Cup activation alongside the brand. This initiative allowed La Moderna to transcend the physical product, creating a playful environment that boosted engagement and consumer loyalty throughout the tournament.

Turning the World Cup into an Immersive Experience

Upon entering, users discovered two immersive experiences:

Photo Opportunity with Luis Hernández: Users anchored the digital player in their real environment using a positioning reticle, allowing them to capture and share photos alongside the icon.

AR Penalty Challenge: A 3D gamification dynamic where users projected a virtual field into their space to score six goals in record time and qualify for exclusive prizes.

Key Results

  • We achieved an organic integration between the physical packaging and the digital experience, creating a new direct touchpoint with consumers.

  • We optimized data collection through active participation driven by the campaign’s rewards.

  • We strengthened La Moderna’s positioning as an innovative brand by leveraging immersive technologies alongside iconic sports figures.

By combining technology and a passion for sports, we demonstrated how immersive experiences can transform any packaging into a mass entertainment channel, interactive and capable of driving real business value.

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