Lay's x FIFA World Cup 26™Fan-On-Pack Experience
Your face. Your flavour. Your pack.
Fans become part of the game
Football fans do not just watch the game anymore. They become part of it.
As the official snack partner of the FIFA World Cup 26™, Lay's launched a bold digital campaign designed to bring fans closer to the tournament through personalisation, interaction and shareable content.
Techsys Digital was tasked with building the full interactive Fan-On-Pack experience that takes place after consumer registration on the global Lay's platform.
The result is a fast, mobile-first journey that transforms football fans into the stars of their very own Lay's pack.
Turning Fans into the Face of Lay's
Once registered, consumers enter a fully interactive digital experience developed by Techsys Digital where they can upload a game-face image and customise their own FIFA-inspired Lay's pack.
The journey was designed to feel playful, fast and highly visual. Fans upload a headshot photo, select their favourite flavour and choose from a range of football-inspired player figures before seeing themselves transformed into part of the final pack artwork.
Importantly, the experience avoids generative AI entirely. Instead, Techsys built a rules-based image processing tool that intelligently crops and positions user photos into pre-designed pack layouts, ensuring consistency, speed and brand-safe outputs throughout the experience.
Once complete, users can:
Review their customised pack
Retake their image
Switch flavours
Download their final artwork
Share the campaign socially
Submit into the grand prize draw
Built for Scale, Speed and Shareability
Behind the scenes, the platform was engineered to support high engagement volumes while maintaining a seamless front-end experience.
Mobile-first responsive
Built for fast journeys on every device
Image upload & processing
Game-face uploads handled at campaign scale
Automated crop & placement
Rules-based positioning into pack layouts
Pack rendering
Final artwork generated for download and share
EZ Dash moderation
Moderation storage via EZ Dash
Reporting infrastructure
Campaign tracking and data integrations
The experience was also designed to encourage repeat interaction, with consumers able to create multiple Fan Packs throughout the campaign period.
More Than a Competition
At its core, the campaign is about fandom. It taps into the emotion, identity and excitement surrounding the FIFA World Cup while giving consumers something instantly personal and highly shareable.
Instead of simply entering a competition, fans become part of the campaign itself.
Personal
Fans see themselves on a custom Lay's pack
Shareable
Download and social sharing built into the journey
Engaging
A creative journey that strengthens football culture ties
The experience turns a standard promotional journey into something creative, social and deeply engaging, helping strengthen Lay's connection to football culture during the FIFA World Cup 26™.
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