Reimagine the Game
The Energy of Fans, Made Visible
Client
Siemens in partnership with Signal Noise, The Economist Group
Services
Brand activation Digital twin Interactive experience
Recognitions
Gold, Kantar Information is Beautiful Awards
Winner, World Media Group Awards
Webby Awards Nominee
Shorty Awards Finalist
Clio Awards Finalist
Links
What does the energy of fans reveal?
To showcase their digital twin expertise, Siemens partnered with FC Bayern Munich for a unique challenge: capture the invisible — the collective energy of 75,000 football fans — and transform it into something audiences could experience through sight, sound, and emotion.
The Challenge
Sports coverage usually focuses on the pitch, but another story lives in the stands. The gasp of anticipation, the roar of celebration, the silence of disappointment — moments rarely measured. Our solution was a digital twin that turned collective emotion into immersive experience, positioning data as the bridge between human feeling and brand innovation.
The Solution
3D microphones harvested sound profiles for all 75,000 seats across every section of the Allianz Arena. Every cheer, gasp, and silence was mapped against live gameplay. The patterns revealed hidden stories: which goals triggered the loudest spikes, where the most reactive fans gathered, how emotion rippled across the stadium. Social media activity layered the digital echo onto physical reality, creating one continuous narrative that stretched beyond the final whistle.
The Impact
The experience redefined what matters in sport: emotion became the data. Siemens positioned themselves not just as technology innovators, but as storytellers who make invisible forces visible. The campaign reached over 37 million people, drove hundreds of thousands of interactions with the tool, and secured global media coverage — proving the most powerful insights often come from the crowd, not the game.
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Credits
Creative Direction: Valentina D’Efilippo Produced with Signal Noise (The Economist Group) Full team: Anna Dziubinska, Ben Willers, Benjamin Royer, Chris Brown, Chris Hawes, Jemma Long, Louis De Fouchier, Lucia Kocincova, Matt Falla, Matt Rowett, Paul Button, Ryan Garratt, Zdenek Hynek
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