Remember the excitement when you open up that pack of football cards, this split second just before you find out if there is that one card in it that is missing to complete your album?

For the Football Championship 2020 we tried to bring back this feeling in a new and modern way. In cooperation with REWE we developed an App that made it possible to combine the analogue and the digital: REWE customers could not only collect the physical cards for their album but also become part of the Team with a personalized fan card.

To unlock this, users had to first collect all 35 cards sold at the POS and transfer them to the app. To ensure a smooth scanning process, we developed a special AI application that uses machine learning to become better with every scan. Thanks to OCR and pixel recognition, the DFB collector’s cards could be distinguished from the cards of other market players.

After having scanned all of the 35 cards, the fans could order their personalised card, containing their own picture and „player info" and thus becoming part of the team.

With 10 million scanned cards and around 170,000 fans becoming part of the German national team, it was a huge success.

Remember the excitement when you open up that pack of football cards, this split second just before you find out if there is that one card in it that is missing to complete your album?

For the Football Championship 2020 we tried to bring back this feeling in a new and modern way. In cooperation with REWE we developed an App that made it possible to combine the analogue and the digital: REWE customers could not only collect the physical cards for their album but also become part of the Team with a personalized fan card.

To unlock this, users had to first collect all 35 cards sold at the POS and transfer them to the app. To ensure a smooth scanning process, we developed a special AI application that uses machine learning to become better with every scan. Thanks to OCR and pixel recognition, the DFB collector’s cards could be distinguished from the cards of other market players.

After having scanned all of the 35 cards, the fans could order their personalised card, containing their own picture and „player info" and thus becoming part of the team.

With 10 million scanned cards and around 170,000 fans becoming part of the German national team, it was a huge success.

Remember the excitement when you open up that pack of football cards, this split second just before you find out if there is that one card in it that is missing to complete your album?

For the Football Championship 2020 we tried to bring back this feeling in a new and modern way. In cooperation with REWE we developed an App that made it possible to combine the analogue and the digital: REWE customers could not only collect the physical cards for their album but also become part of the Team with a personalized fan card.

To unlock this, users had to first collect all 35 cards sold at the POS and transfer them to the app. To ensure a smooth scanning process, we developed a special AI application that uses machine learning to become better with every scan. Thanks to OCR and pixel recognition, the DFB collector’s cards could be distinguished from the cards of other market players.

After having scanned all of the 35 cards, the fans could order their personalised card, containing their own picture and „player info" and thus becoming part of the team.

With 10 million scanned cards and around 170,000 fans becoming part of the German national team, it was a huge success.