Lenovo India has launched ‘India’s Gone Football’, a nationwide augmented reality (AR) gaming activation designed to engage football fans and build momentum around the FIFA World Cup 2026. The campaign offers participants the opportunity to win an all-expense paid trip to the tournament, along with additional rewards including Lenovo merchandise and devices.
As the Official Technology Partner of the FIFA World Cup 2026, Lenovo is leveraging its association with the global sporting event to create an interactive, digital-first campaign that merges gaming, sport and technology. The initiative reflects a broader marketing strategy focused on immersive engagement, using AR to bring the football experience into everyday environments.
Accessible via a dedicated microsite, the campaign transforms physical surroundings into a virtual football arena. Users can scan rectangular objects such as televisions, laptops or tables, which are converted into goalposts within the AR interface. This enables participants to take penalty shots and accumulate points, creating a gamified experience rooted in real-world interaction.
Each session includes five penalty shots, with points awarded for successful goals. The scoring system incorporates accuracy and speed-based multipliers, introducing a competitive layer that encourages repeat participation. Users can play multiple times throughout the campaign duration, with the top 50 scores per participant contributing to their cumulative leaderboard ranking.
Leaderboards are updated regularly and shared across Lenovo India’s social media platforms, extending the campaign’s visibility and fostering competitive engagement among participants. This integration of gameplay and social amplification is aimed at sustaining interest and driving ongoing interaction.
A key incentive mechanic within the campaign is the integration of product ownership. Participants using Lenovo devices can enter their device serial number to unlock a 4X score multiplier, enhancing their leaderboard performance and increasing their chances of winning the grand prize. This feature aligns product usage with campaign engagement, reinforcing brand affinity among existing customers.
The campaign is open to football fans across India via smartphones, with participants aged 18 and above eligible for the grand prize. Other participants can still engage with the platform and win weekly merchandise, ensuring inclusivity while maintaining a tiered reward structure.
‘India’s Gone Football’ positions Lenovo at the intersection of sport, gaming and technology. By combining AR-led interactivity with a globally recognised sporting property, the campaign seeks to deepen consumer engagement while reinforcing Lenovo’s technological credentials.
The activation also highlights a shift towards experiential and gamified campaigns that prioritise participation over passive consumption. By turning everyday objects into interactive touchpoints, Lenovo extends the campaign beyond traditional screens, creating a more immersive and shareable brand experience.
