Taça da Liga
Project Narrative
The Challenge
The "Final Four" format turns a football tournament into a week long entertainment festival. The challenge was to keep fans engaged outside of the 90 minute matches, providing a unified guide for the Fan Zone, cultural events, and the games themselves, while managing high volumes of visitors in a single city.
The Solution
The app serves as an interactive "passport" for the football week, focusing on fan activation and real time utility:
Interactive Fan Zone Guide: A digital timeline and list of all events happening in the city center. Users can subscribe to specific activities (like concerts or meet-and-greets) and receive push notifications before they start.
Digital "Peddy-Paper" Passport: A gamification feature where fans collect digital stamps via QR codes by participating in different Fan Zone activations. Completing the "passport" unlocks exclusive prizes and official merchandise.
Live MVP Voting: An interactive feature that allows fans to vote for the "Man of the Match" in real time. For the semi finals, the fan vote directly determines the winner, while in the final, it is combined with the journalists' choice.
In-App Ticketing & Store: A direct channel for fans to purchase tickets for the matches and official Allianz Cup products without leaving the platform.
Real-Time Match Data: Live scores, detailed player statistics, and play-by-play updates for those who can't be at the Estádio Dr. Magalhães Pessoa.
Design Strategy
The visual identity of the app is high energy and modern, aligning with the "Winter Champion" branding. It uses a high contrast interface designed for outdoor use, ensuring visibility even in bright daylight at the Fan Zone. Navigation is structured around the "Match Day" experience, with a prominent interactive map that highlights key spots like the Digital Spot, the LP Store, and the Fan Wall.
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