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Lay’s and Kooora score big during the greatest football event

Lay's and Kooora virtual reality activation with DMS scores big during the greatest football event of all time



To captivate Saudi audiences aged 18-35 during the greatest football event of all time, Lay’s and OMD partnered with DMS, and Kooora to create an unprecedented virtual reality football activation. Recognising the power of interactive content and virtual reality, this collaboration tapped into Kooora’s passionate audiences and paved the way for a new era of fan engagement.


An exclusive virtual stadium was constructed, completely branded by Lay’s, offering football fans an unparalleled experience and a chance to immerse themselves in the world of football.

To heighten the excitement, 50 lucky football fans were handpicked from over 1000 participants who aced the Kooora trivia quiz. These fortunate winners were in for an extraordinary treat.

Equipped with a branded Lay’s x KOOORA Oculus device, the winners gained exclusive access to virtual meet-and-greet sessions with their favorite Saudi football players, including Sami Al Jaber, Majed Abdullah, Khalid Alshenaif, and the talented duo Ahmed and Abdoh Otaif.

Ensuring that every fan could be part of the excitement, all the sessions were live-streamed on Kooora and provided regular updates on the engaging microsite.


  • Over 1.3 million microsite visits, capturing the attention of a vast audience.
  • More than 3.1k participants, showcasing the campaign’s widespread appeal and participation.
  • An impressive 164.8k+ engagements across all Kooora & Lay’s platforms, indicating the enthusiastic response from the audience.
  • Exceeding 2.54 million total video views, demonstrating the widespread popularity of the virtual reality experience.
  • Over 1 million article page views on the microsite, showcasing the campaign’s captivating and informative content.
  • An impressive 2 million+ session views, highlighting sustained user interest and interaction.

Through the campaign, DMS achieved several significant milestones. Lay’s firmly positioned itself as the go-to football snack, uniting fans with their football idols in a virtual realm.

By leveraging technology, DMS has once again proven its commitment to surpassing industry standards for audience engagement. Its strategic execution and innovative approach have led brands to score their winning goals.