Branded runner game turning football fans into players

How do you turn a global Champions League activation into a digital experience that fits the rhythm of match nights?

Lay’s wanted to make the activation tangible in the moment itself. Fans needed something to take part in, not just watch. An experience that invites play, sustains participation throughout the Champions League period, and connects the brand to those moments.

No Lay’s, No Game: The Runner puts fans in the game. Choose a Lay’s ambassador like Messi, Henry or Putellas and run through Barcelona, Miami and Lisbon. Obstacles require quick reactions, chips boost the score, and short runs encourage replay.

The concept follows the activation structure: Lay’s turns every Champions League moment into something to look forward to. By linking gameplay to iconic cities and well-known players, the experience feels recognisable across markets and fits naturally within the Lay’s brand world.

No Lay’s, No Game: The Runner rolled out across more than 20 countries. Within days, thousands of players were racing through Miami, Lisbon, and Barcelona as Messi, Henry, or Putellas, competing for tickets to the Champions League final.

The browser based 3D experience delivered strong participation and retention rates, especially on mobile. The combination of gameplay, global reach, and real-world rewards turned the activation into proof that interactive beats passive. More brand love, more participation, and confirmation that when it comes to match nights, no Lay’s really does mean no game.