Volvic Win 90 Minutes Football: Turning Connected Packaging Into a Real-Time Football Engagement Experience

Volvic powered by Holograph to deliver a connected football promotion designed to turn on-pack interaction into a high-frequency digital engagement experience. Customers scanned participating bottles to enter a mobile-first football journey where they could play an interactive penalty game for the chance to win football prizes and cash rewards every 90 minutes throughout the campaign period. The experience combined connected packaging, gameplay, CRM capture, instant-win logic, and secure fulfilment systems within one smooth customer journey. Objectives This UK & ROI campaign aimed to drive incremental summer purchase of Volvic Natural Mineral Water by fusing the nation's football passion with an on-pack digital experience. By tying prizes to the iconic 90-minute match format, the campaign gave consumers a compelling reason to pick Volvic over competing brands and to return daily throughout the summer. The campaign was designed to: Increase product interaction through on-pack QR scans Drive repeat engagement behaviour through high frequency prize moments Encourage ongoing shopper participation throughout the campaign period Holograph’s Role Holograph designed and delivered the connected digital campaign infrastructure powering Volvic’s promotion experience. This included: QR-led mobile participation journey Interactive football gameplay experience CRM and customer registration flow Cash redemption journey and secure bank detail collection Prize logic and fulfilment orchestration Mobile first UX and UI design Automated customer communication flows The experience was designed to reduce friction between product interaction and participation, allowing users to move directly from scanning the bottle into gameplay and prize engagement within seconds.

Holograph’s New Implementation This campaign also marked the first time Holograph implemented a direct cash redemption journey as part of a promotional experience. Unlike previous campaigns centred around vouchers or physical prize fulfilment, the experience required users to securely submit bank details as part of the redemption process. This introduced a new layer of UX and trust considerations across the customer journey, requiring the design of secure financial submission interfaces, validation flows, and reassurance-driven communication throughout the redemption experience. The result was a seamless participation journey that allowed users to move from product scan to gameplay, prize interaction, and cash redemption within one connected mobile experience. Partners Involved Holograph: Designing the full competition flow, developing all campaign components, hosting infrastructure, prize and cash redemption, QR management and real-time performance reporting. Volvic (Danone): Brand lead. Adherence to Volvic brand guidelines across all digital touchpoints. Prize strategy. Retailer distribution across UK major grocery and ambassador management.

Learnings Gamification converts passive entrants into invested participants: Replacing a passive "you have / haven't won" reveal with an interactive penalty shoot out changed how users experienced the promotion. Time on site increased, and users who didn't win were more likely to return the following day. It's a good example of how the right interactive mechanic doesn't just entertain, it keeps people invested even when the outcome isn't in their favour. Especially when the gameplay feels native to the campaign theme and the cultural moment around it High-Frequency Rewards Encourage Repeat Interaction: The “Win Every 90 Minutes” structure introduced a sense of ongoing momentum throughout the campaign period. Frequent prize windows helped create repeat participation behaviour and reinforced the feeling that users always had another opportunity to engage. Smaller, high frequency reward moments can often sustain engagement more effectively than a single large prize draw. Secure Cash Redemption Introduced a New Layer of Customer Trust: This campaign was a first for Holograph, we'd never built a direct cash redemption journey before. Because users were being asked to submit sensitive financial information as part of the flow, trust wasn't just a nice to have; it was build into the experience itself. When real money is involved instead of physical rewards, the risks feel different. Clear UX, honest communication, and a validation process that just works can make the difference between someone confidently completing the journey and quietly dropping off.