How do you activate 150.000+ fans at the European Handball Championship?

~ News from the SSI Denmark

How do you activate 150.000+ fans at the European Handball Championship?
By turning spectators into participants.

 

During the Men’s European Handball Championship at the Boxen Arena, we partnered with Ricola to create a high-energy fan zone activation with one clear ambition: 👉 Real, physical engagement between brand and fans.

 

Instead of passive brand exposure, we built an experience where the fans became the main attraction.

• Fans were challenged to shout “Riiiicolaaaa” as loudly as possible
• The most engaged participants competed for an attractive prize
• Ricola became a visible and active part of the fan journey
• And of course… plenty of delicious samples (+315.000 pieces!)

When Denmark secured gold against Germany on Sunday, the tournament reached its peak, and so did weeks of intense, consumer-close brand activation.

This is what happens when energy, participation, and brand experience come together!

 

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