The 2026 World Cup will concentrate one of the highest levels of global attention. With more than 5 billion people following the event worldwide, according to FIFA’s annual report (2022), it offers brands the opportunity to turn attention into measurable interaction and extend the experience beyond the broadcast.
In this context, technologies such as Augmented Reality (AR) and Web 360° environments enable participatory formats that outperform traditional digital advertising. According to Snapchat for Business (2025), interactive formats double visual attention and improve brand recall.
These formats allow brands to integrate into the World Cup context through interactive digital activations, even without being an official sponsor:
Augmented Reality (AR) Portals:
Virtual access to stadiums or event-related spaces, with free exploration and exclusive content.
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Interactive Games
Gamified action experiences (penalty kicks, trivia, and AR challenges) combined with interactive exploration journeys across maps, venues, and virtual environments.
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WebAR Filters and Experiences:
Visual activations optimized for social sharing.
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3D Stadiums:
Interactive models with key data and information about each venue.
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Are you evaluating activations for the 2026 World Cup?
Immersive Activation Case Studies
The following campaigns show how immersive experiences can drive participation and engagement in high-attention contexts.
Coca-Cola | World Cup 2022
Web 360° experience with Augmented Reality content for Coca-Cola Mexico, integrating players, filters, and AR games.
Additionally, the activation surpassed one million interactions in three months and recorded an average session time of over two minutes.
Hard Rock Cafe | Captain Messi
Together with Yes We’re Open, we developed an immersive experience for Hard Rock Cafe’s global campaign Captain Messi – Join the Fun.
Through a QR code, users accessed a Web 360° + AR activation.
In this way, they could explore the Captain Messi universe, see him in Augmented Reality, take photos, and browse products, the kids’ menu, and the eCommerce.
Pringles x Netflix | Stranger Things
Together with Creata, the pack was transformed into an AR portal using image tracking.
In this way, the product brought storytelling to the point of consumption and became a direct gateway to the digital experience.
Additionally, this approach can be applied to the 2026 World Cup, activating portals and turning products or physical spaces into access points for digital experiences.
In this context, immersive experiences allow brands to transform the attention generated by the 2026 World Cup into active participation, through formats that invite audiences to explore, interact, and stay longer.
In this way, measurable interactions and deeper connections are generated within a context of massive attention.
