The game was simple. Spot the moment a player lies down, take a photo, and send it to IKEA by direct message. You get an instant discount on a sofa, and the percentage matches the player's shirt number. Number 7 gives 7% off, number 21 gives 21%. Every free kick became a small bet.
The smart part is the cost. No TV rights, no FIFA sponsorship, no star players, so the production costs almost nothing while the visibility is huge. And to claim the voucher, people share their email and phone number right when they want a sofa. IKEA didn't just give a discount, it collected qualified leads.
