Case 01 / 13
Damira Beverages: Uzbekistan National Team Times Square Activation
870K+ total reach generated as the Times Square footage carried on across media, Instagram and influencer channels
Industry / Beverage / Sports Marketing
Period / Jun 2025
Geo / North America (New York, Times Square)
Channels / OOH (Digital Screens), Video Production
Objective
For Uzbekistan's first-ever FIFA World Cup appearance, help Damira Beverages show its support for the national team with a high-visibility brand activation in New York, timed to the team's second group-stage match against Portugal.
Challenge
A fixed kickoff deadline, a landmark location, and no room for delays.
Solution
01
Arranged the video placement on Times Square digital screens, timed to air around the match.
02
Coordinated on-site production in New York to capture the activation live.
03
Delivered the finished footage to Damira for their own use.
Results In Numbers
01
Placement delivered live and on schedule for kickoff — no delays despite the fixed deadline.
02
Finished footage handed over ready for Damira's own distribution.
03
Footage was reused by Damira across owned and earned channels, generating 870K+ total reach (executed independently by the client, outside our scope).
Earned Reach Breakdown
Post-placement, client-led
Online Media (5 outlets)
Reactions 2,697 · Reach 155,000
Instagram Media (5 accounts)
Reactions 10,578 · Reposts 1,122 · Reach 610,000
Telegram / Influencers (5 channels)
Reposts 239 · Reactions 434 · Reach 20,000
Instagram Stories, Lifestyle Bloggers (5)
Interactions 1,245 · Reach 85,000
Total Reach
870,000
For us, this was about much more than appearing on a major screen. It was important to hear the Uzbek language in the heart of New York at a moment when the entire country was following our national team's historic World Cup debut. The team has already become a new source of national pride, and through this campaign, we wanted to express our support.
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