Manchester City & OKX Fan Zone Campaign Case Study
The Challenge
OKX, one of the world’s leading cryptocurrency apps and the official kit sponsor of Manchester City Football Club, was preparing to promote an upcoming sales campaign. To stand out in a crowded digital landscape, OKX needed a way to engage audiences that went beyond traditional online advertising.
The brief called for a bespoke Fan Zone experience that aligned with both the innovation-driven ethos of OKX and the global stature of Manchester City. The experience needed to feel premium, interactive, and culturally relevant — while capturing attention and driving meaningful engagement around the campaign.
To achieve this, OKX required a partner capable of delivering a custom-built immersive environment tailored specifically to their campaign objectives.
The Solution
As part of the immersive Fan Zone experience, a bespoke digital open world was created that blended exclusive football content with cutting-edge real-time technology.
Official Manchester City team training footage was embedded directly into the experience, allowing visitors to engage with behind-the-scenes content in a way that felt dynamic and immersive rather than passive.
To elevate realism and fan connection further, custom-built MetaHuman models were developed for City players Rúben Dias and Ilkay Gündoğan. These highly detailed digital representations were integrated into the environment, helping bridge the gap between real-world football culture and the virtual campaign space.
The result was a bespoke open world experience that combined premium content, recognisable talent, and interactive design that aligned seamlessly with OKX’s campaign goals and Manchester City’s global brand.
The Outcome
The Fan Zone experience was designed to encourage active participation rather than passive viewing. Throughout the environment, visitors were invited to engage with a series of interactive touchpoint quizzes and games, increasing dwell time and reinforcing campaign messaging in a playful, memorable way.
One of the standout features was a digital recreation of Manchester City’s iconic dressing room, offering fans a behind-the-scenes style moment that felt exclusive and culturally authentic. This familiar space helped anchor the experience emotionally, blending football heritage with immersive digital storytelling.
By combining interactive gameplay with recognisable environments and premium content, the experience successfully deepened audience engagement while delivering a campaign that felt both innovative and brand-aligned. The result was a bespoke metaverse activation that demonstrated how immersive technology can create meaningful, high-impact brand moments for global sports audiences.