Back9Marketing and RedPeg Marketing worked with Groove Jones to help fans “Get in the Game” during the 2025 FIFA Club World Cup™ for their client. Held at MetLife Stadium in New Jersey, our AI-powered XR Avatar Scanner activation gave attendees the chance to become part of the tournament, not just as spectators, but as stars on the pitch.
The semi-finals and first-stage finals of the 2025 FIFA Club World Cup were a perfect platform to debut this fan experience. The goal was to engage fans through an innovative and shareable video that connected them to the game in a deeply personal way. Groove Jones delivered an activation designed for high-throughput and unforgettable highlights, all within the energy and excitement of a major, international event.
The Fan Experience Generates Shareable Personal Video
As fans entered the activation space, they were greeted by brand ambassadors and invited to scan a QR code displayed on signage. This QR code took them to a mobile web-based registration page. They registered using a mobile number or email. From there, they were guided into the XR Avatar Scanner for their moment on the virtual pitch.
Inside the scanner, an array of high-resolution HDR cameras captured a full-body 3D scan of the participant, capturing both geometry and texture in seconds. In the background, our system was already preparing its starring role. Shortly after exiting the scanner, each participant received a text or email with a link to a custom video of themselves scoring the game-winning goal on a FIFA pitch.
Every Fan Becomes the Hero of the Match
The custom twenty-second video highlights the scanned fan as the star player of the match. They dribble through defenders and deliver the game-winning shot by a “header”, landing a goal that sends the stadium into celebration.
We developed one master video sequence to serve as the foundation, integrating each participant into the final cut of their custom version. Custom 3D animation, visual effects, and professionally mixed audio, including crowd noise and music, brought the moment to life. The video was optimized for download and sharing across social media platforms.
Shareable Highlight Video That Fans Owned
Each video was delivered via a branded text or email message with a unique download link. Once accessed, fans could save the MP4 directly to their phones or share it wherever they wanted. This instant delivery system helped the experience reach far beyond the stadium. Fans shared their videos across Instagram, TikTok, and X, extending the impact of the event.
The sizzle reel running on a nearby monitor helped draw more guests into the experience—and created a sense of FOMO for anyone who hadn’t tried it yet.
Production + Onsite Execution
Groove Jones handled all creative development, scanning system integration, video processing, and technical support. The activation ran over three match days: July 8, 9, and 13. The setup remained secure on-site between dates and was backed by a whole support team to ensure flawless performance throughout the event.
We provided:
- Custom-branded visuals and animation
- XR Avatar Scanner – the volumetric scanning system with full-body capture
- Registration, hosting, and video delivery system
- On-site technical staff for real-time setup support
RedPeg and Back9Marketing provided the space design and the brand ambassadors to manage guest flow, registration, and crowd engagement, ensuring a smooth, high-volume throughput experience. We scanned hundreds of fans over the course of three high-energy match days at MetLife Stadium. Each guest left with a lasting digital memento and a memory worth sharing. To learn more about our patented XR Avatar Scanner, visit – https://www.groovejones.com/scanme.
Special Guest Moment
Among the many fans who participated, Brazilian football legend Ricardo Izecson, aka Kaká, stepped into the scanner for his own game-winning video. RedPeg Marketing also arranged to have Alessandro del Piero, a prolific goal-scorer, who is currently the second-highest all-time Italian top-scorer. These visits drew attention and highlighted just how engaging and memorable the activation was even for former world champions.
“Get in the Game” was more than a photo op. It was a way for fans to step onto the pitch, feel the thrill of scoring a goal, and walk away with a shareable piece of the 2025 FIFA Club World Cup. It brought together cutting-edge XR technology and creative storytelling to redefine what a fan experience can be.
