World Cup WebApp
Fernet Branca
The World Cup is more than a sporting event in Argentina, it’s a shared ritual. For Fernet Branca, we turned that passion into a digital experience designed to strengthen brand engagement, bring football communities together, and capture valuable user data. We created a WebApp connecting amateur football teams across Argentina through predictions, trivia, and team-based competition. The experience was designed to make participation feel social, competitive, and as intense as Fernet Branca itself.
Completion Date
JUN 2026
Timeframe
1 Month
Category
App Design | UX design
Challenges
The goal was to increase Branca’s engagement and community during the World Cup by connecting with amateur football teams across 17 leagues throughout Argentina, bringing together male and female players aged 20–35 through a shared passion for football. The challenge was to turn that passion into an ongoing social experience, giving teams a reason to participate, compete, and come back throughout the tournament. We also needed to make participation and data collection feel effortless.
Approach
We designed the experience around a simple engagement loop: Create → Invite → Play → Compete → Return. Each flow was designed to connect engagement and data capture naturally, while the visual language and interactions translated Fernet Branca’s bold personality and the energy of Argentine football into the digital experience. To keep teams engaged throughout the World Cup, weekly trivia unlocked additional opportunities to earn points. We also introduced a team-based incentive: when the entire team joined, they earned bonus points, turning individual participation into a collective goal.
Predictions Once inside, players could complete their predictions. Quick anchors and sorting made it easy to move through the tournament without unnecessary navigation.
Success Metrics
Unique visits
46,096
Active teams
1,107
Completed predictions
67%
Results, Ranking and Team's profile
State Screens Empty states screens - Success screen - Recovery screen
Credits
Team: Josefina Ciordia, Product Designer Victoria Ciordia, Product Designer
