During the World Cup, one of Europe's leading discounters, Lidl set up the Lidl Fan Cup in celebration of many fans excited by the huge sporting event. At the same time as the games were going on, the brand also reached a huge milestone—reaching 11 million fans on Facebook.
To really kick off the celebrations, Lidl developed a Facebook app that would let fans from all around the globe play foosball. Rather than just taking the form of a virtual game, a player's controls were connected to a real foosball machine, giving a whole new dimension to the competition. The Lidl Fan Cup took place over the course of six weeks, where soccer fans could play to represent their own countries and play for a trophy of their own.