Fan culture · World Cup
World Cup at loanDepot park.
When the Tartan Army and England fans took over loanDepot park, we turned the takeover into a campaign.
The approach.
With the World Cup in town, thousands of Scotland’s Tartan Army and England supporters made loanDepot park their home base, flags, songs and all. Instead of treating them as a sideshow, we made them the story. We leaned into the culture clash of football fans at a baseball game, put the supporters front and center, and built a social campaign around the takeover that spoke to both Marlins fans at home and a massive international audience. The result was some of the most shared content of the year.
Results.
50M+
Views across all social platforms
The work.
The takeover, as it happened.
