With the 2018 FIFA World Cup™ Russia now underway, a unique partnership between
Through the Panini Digital Sticker Album, accessible as an app or online experience,
An estimated 5 million people are gathering digital stickers for the 2018 FIFA World Cup Russia book, and
“People have the ability to connect with FIFA, collect and trade stickers and get rewarded through their interactions with
Panini has been making its popular official FIFA World Cup Sticker Album since 1970. In 1998,
The 2018 edition, which launched in March, features several Coke-centric touches, including the ability to scan Coke packaging and exclusive stickers to unlock content. Fans can win prizes via both under-the-cap/promotional codes and in-game challenges.
“Passion for football around the world is massive, and with Panini we can connect this passion to our consumer,” Francis said. “
The Panini Sticker Albums have global appeal and are a particularly big hit in Latin America. “That is a massive football region, of course, but there is also a huge passion for Panini," Francis said. "The
“Mexico is excited to drive transactions and experiences with digital innovation in our shopper channels,” adds Montiel.
With more than 5.5 million people playing, collectors have already uncovered more than 800 million stickers and swapped more than 170 million stickers.
And with the tournament now underway, there are more cards to hunt. Francis said there will be an update to the digital album in June, with 64 new cards featuring two extra players as rosters. In addition, there 32 additional images will highlight the FIFA World Cup Trophy Tour by
“The fact is, we’re connecting footballers around the world through their interaction with our product,” Francis said. “You have offline connecting to online and we are creating these massive social events. With more than five million participants, it’s pretty significant and it’s very innovative.”
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