FC Internazionale Milano

The Objective

Celebrating a historic victory by bringing fans closer than ever to the club they love.

FC Internazionale Milano is one of the most historic football clubs in Italy and the world. Founded in 1908, the club wanted to celebrate its 21st Scudetto (Italian championship) by creating a truly unforgettable experience for the tens of thousands of supporters who filled the streets of Milano while gathering in Piazza del Duomo.

To achieve this, Inter nurtured fan engagement from the title win to the trophy lift through a full-funnel digital campaign, which peaked on parade day with an immersive phygital experience designed to make fans feel deeply involved. Partnering with TikTok, Inter became the first sports club globally and the first brand in Italy to launch an Out of Phone campaign, an innovative advertising solution that brought TikTok's content, creativity, and community beyond the app and onto Digital Out-of-Home screens, seamlessly blending the platform's digital experience with the real-world celebration.

The Solution

Connecting the excitement on Milano's streets with the power of TikTok through a first-of-its-kind activation.

Through Out of Phone, FC Internazionale Milano activated four digital billboards across Milano, two in the Navigli district and two near Piazza del Duomo, for an entire day. The screens featured videos of four first-team players using a custom Branded Effect, alongside a QR code that supporters could scan to access the effect directly on TikTok. Fans were then able to create and share their own celebratory videos, becoming an active part of the Scudetto celebrations. To further amplify the activation, Inter complemented the Out of Phone experience with a TopView campaign maximizing reach, and a video views and community interaction campaigns, maximizing engagement through innovative add-ons such as Super Like and Story Selection.

Moreover, In-app activation rounded out the experience: during the celebrations, users searching for "Inter" or "Scudetto" on TikTok were directed to a dedicated search hub featuring highlights and official content from the club, players, Serie A, and broadcast partners, creating a seamless connection between the physical and digital experiences.

The Results

The campaign delivered outstanding results across both the physical and digital worlds. More than 400 effect videos were created by users.

The impact of the Out of Phone activation was measured through a Brand Lift Study conducted by DIVE, which recorded 856K real-world impressions, overdelivering by +214K impressions against the initial target. Across every measured metric, the exposed audience significantly outperformed the control group.

• Ad Recall increased by +23% versus the control group, demonstrating the activation's memorability and unique impact. Brand Image delivered a remarkable +28-point uplift among the exposed audience, highlighting the positive perception generated by the campaign.

• Interest reached 57%, with a +38-point uplift versus the control group, proving the activation's ability to capture attention and spark curiosity.

• Consideration to watch FC Internazionale Milano also surpassed expectations, exceeding the benchmark by +13 points and delivering a +37-point uplift compared with the control group.

• A custom question highlighted how Inter speaks the language of TikTok registering +31-point uplift, hence Out of Phone strengthened perceptions of the club as a brand that authentically connects with the TikTok community.

The TikTok Brand Lift Study, which measured the effectiveness of the platform's digital formats, also delivered exceptional results: Ad Recall increasing by +19.8% and Favorability by +11.5% vs control group, further confirming the success of this one-of-a-kind activation and demonstrating the power of combining immersive real-world experiences with TikTok's community-driven platform.