Deutsche Telekom – Kick it like Alex

Interactive Experience

For Deutsche Telekom’s “Kick it like Alex” project during EURO 2024, our team handled the concept, design, and implementation, creating an interactive digital projection at the Berlin TV tower that attracted attention beyond the city.

Located at Alexanderplatz, visitors could register in advance via their smartphones to participate in the event. They personalised their “Kick it like Alex” experience in three steps and tested their kicking skills on a custom ball-kicking machine for a chance to win EURO 2024 final tickets. The outcome of each shot was projected in one of six visual worlds onto the Berlin TV tower, making it a prominent feature of the event.

Digital Souvenirs

Participants received personalised digital takeaways of their experience, encouraging them to share these moments on social media. Beyond the individual experiences, the illuminated TV tower became a central visual for Deutsche Telekom’s brand communication during EURO 2024.

Personalised Experience

A key element of the concept was the high level of personalisation. Participants could choose from six visual worlds, personalise them with their name, and see their choice projected on the Berlin skyline. We used TouchDesigner to create the large-scale projections, and ten high-performance projectors transformed the TV tower into a 170-meter projection screen, making the personalised experiences visible across the city.

Media Reach and Brand Impact

Using the Berlin TV tower as an iconic symbol for communication, Deutsche Telekom aimed to highlight accessibility and connection. With over 5,000 participants on site and numerous online views, the project gained considerable media attention, reinforcing the brand’s presence during EURO 2024.

Overall, the “Kick it like Alex” project allowed Deutsche Telekom to connect with fans and enhance their experience of EURO 2024 through a highly visible and interactive event.