Welcome to Anfield: The LFC Experience

Our collaboration with Swire Properties brought Liverpool FC’s iconic Anfield experience directly to fans in China and Hong Kong through the immersive “Welcome to Anfield – The LFC Experience” pop-up exhibition. This innovative partnership activation was designed to give fans an unparalleled in-real-life experience, transforming insights from our online fan engagement work into dynamic, on-the-ground initiatives.

Held in Swire Properties’ premier shopping centers, the exhibition offered a rich blend of legend testimonials, commercial activation content, creative experiences, and community engagement activities. Fans had the unique opportunity to immerse themselves in the spirit of Liverpool FC, connecting with the club’s history and culture in a tangible, interactive environment. The event featured exclusive offline activities, including meet-and-greets, photo opportunities, and a “Wall of Fame” celebrating LFC’s legacy.

The success of this initiative was reflected in its outstanding digital impact, generating over 10m video views, 2.5m impressions, and 500,000 engagements across all platforms. By seamlessly integrating online strategies with offline experiences, we significantly boosted Liverpool FC’s brand presence in a key growth market, fostering a deeper connection with the fan community in the Chinese mainland and Hong Kong. The “Welcome to Anfield” experience truly brought the magic of Liverpool FC to life for its dedicated supporters.