天猫超级发布「世界路人杯」

2026年06月11日-2026年06月21日

上海 西岸梦中心

项目预告

项目现场

依托2026美加墨世界杯赛事热度与618电商大促双重节点，天猫超级发布携手阿迪达斯、海信、蒙牛、ThinkPad、海尔等二十余家头部品牌，于6月11日至6月21日在上海西岸梦中心落地大型户外城市嘉年华「世界路人杯」全民足球活动。项目突破传统体育营销聚焦核心球迷的单一打法，以“路人皆有主场，球队是野生的，热爱是认真的”为核心主张，将专业世界杯赛事内容平民化、场景化、生活化，打造零门槛、全圈层的城市夏日足球狂欢场景，同时串联线上互动玩法、线下沉浸式体验与618电商消费转化，覆盖资深球迷、潮流青年、普通市民游客等多元人群，在滨江开放空间构建集赛事观看、明星演艺、品牌主题市集、轻量足球互动于一体的平台级全域营销现场，形成内容种草、社交传播与商业转化的完整闭环。

整体场地依托西岸梦中心开阔滨江户外广场，清晰划分为剧院主舞台区与品牌市集街区两大功能板块，视觉体系统一采用高饱和红色、活力橙色为主色调，结合潮流手绘卡通风格贯穿全场门头、围挡、装置艺术与导视系统。巨型主舞台搭配超大高清观赛大屏构成全场视觉核心，沿街有序排布各品牌独立主题俱乐部展位，辅以充气足球雕塑、趣味足球地贴与主题打卡立牌串联漫游动线，日间氛围潮流轻松，夜间灯光亮化点亮滨江岸线，塑造上海西岸极具辨识度的夏日足球城市打卡地标。在空间设计上，整体采用开放式通透布局，尊重滨江原生通行动线，不设置封闭硬质围挡，适配大客流自由集散与沉浸式闲逛体验，兼顾城市公共空间属性与商业活动氛围。

项目落地全程采用户外轻量化模块化装配式制作工艺，主舞台体系、品牌特装展位、互动装置与市集设施均可快速拆装、灵活转运，适配短期限时嘉年华落地需求；现场大量运用轻质气模、柔性围挡与轻量化展陈结构，在保障户外防雨、防风、耐用性的同时最大化提升视觉美观度与拍摄出片质感，可无缝切换日间市集互动、夜间赛事直播与舞台演艺双重场景模式。场内体验内容层次丰富、兼顾专业性与趣味性，主舞台区域举办盛大开幕盛典，集结王安宇、吉克隽逸、GALI、米卡等明星艺人带来潮流演出，每晚同步开启世界杯赛事直播，打造沉浸式滨江集体观赛派对；市集街区落地AI球星卡兑换、专属球场人格生成、球员交易互动、FIFA主题好物商店等创新玩法，用户线上生成专属球星人设可至线下打印兑换限定礼品。全场开放点球挑战、桌面足球、巨型足球闯关、3V3路人野球赛等无门槛轻竞技项目，弱化专业运动壁垒，让普通路人也能轻松参与足球体验。各合作品牌结合自身产品特性打造差异化主题展位与趣味互动游戏，同步释放专属618线下优惠权益，实现场景体验、品牌种草与即时消费的深度联动。活动搭建完整的线上线下全域联动体系，淘宝端上线AI球星人格测试、野生球队组队积分任务，用户积累积分可瓜分百万奖池；线下通过打卡集章、闯关挑战、社交种草可解锁球星周边与品牌好物，终极设置十万级世界杯现场观赛旅行大奖，持续激发用户参与热情与传播动力。

整体项目以松弛、年轻、大众化的城市嘉年华形态重构体育营销逻辑，弱化硬核赛事门槛与生硬商业推销感，依托滨江自然松弛氛围、明星流量效应与全民趣味互动，持续孵化大规模社交UGC内容，将专业体育赛事、城市夏日休闲、潮流市集文化与电商大促营销深度融合，不仅打造出上海西岸标志性的全民足球夏日城市事件，更为平台大型体育IP全域整合营销提供了成熟可复用的落地范式。

During the 2026 Canada-Mexico-USA World Cup and 618 shopping festival period, Tmall Super Launch partnered with more than 20 leading brands including adidas, Hisense, Mengniu, ThinkPad and Haier to launch the large-scale outdoor national football carnival “World Street Cup” at Shanghai West Bund Dream Center from June 11 to June 21. Breaking the traditional sports marketing model that only targets hardcore football fans, the campaign adopted the core proposition “Everyone Has a Home Game.

Teams Are Casual, but Passion Is Real”, transforming the World Cup fever into an inclusive, zero-threshold urban carnival accessible to all crowds. It built a full-scale platform-level marketing system integrating online interaction, offline immersive experience and e-commerce conversion, covering professional fans, trendy youth and casual visitors. Situated in the open riverside public space, the venue created a complete summer football-themed block combining live match viewing, stage performances, brand markets and interactive sports challenges. The entire site is divided into two major functional zones: the main theater stage area and the brand market block. The visual system features highly saturated red and vibrant orange with trendy hand-painted cartoon styles applied to entrance installations, enclosure walls, art devices and guidance systems. A giant main stage equipped with an ultra-large viewing screen serves as the visual centerpiece, while independent brand club booths, inflatable football sculptures, themed ground stickers and photo installations form a coherent visiting route. Illuminated night lighting brightens the riverside skyline, forming a highly recognizable urban football landmark on Shanghai West Bund.

Adopting outdoor modular prefabricated construction technology, all stage facilities, brand booths and interactive installations are detachable and transportable. Lightweight air models and flexible enclosures ensure outdoor durability and weather resistance while maintaining strong visual presentation. The fully open and transparent layout preserves riverside pedestrian flow and accommodates large passenger flow, seamlessly switching between daytime market interaction and nighttime live match viewing and stage performances. The carnival delivers multi-layered and inclusive experience content. The main stage hosted the grand opening ceremony and star performances by artists including Wang Anyu, Jike Junyi, GALI and MIKA, with daily World Cup live broadcasts creating immersive riverside match-watching parties. The market block features an innovative player trading zone, AI football star card generator and FIFA-themed merchandise store, allowing visitors to generate personalized digital player cards online and redeem limited gifts offline. A variety of low-threshold casual football challenges such as penalty shootouts, table football, giant football obstacle games and 3V3 street football matches are open to all participants without professional barriers. Each cooperative brand launched customized football-themed interactive games and exclusive 618 offline promotions, linking on-site experience, brand exposure and real-time consumption. The campaign established a complete online-offline linkage mechanism. On the Tmall app, users can participate in AI personality tests and virtual team-building tasks to accumulate points for sharing millions of prize pools. Offline check-ins, challenge completion and social media posts unlock football peripherals and brand gifts, with a grand prize of a World Cup on-site viewing travel package worth 100,000 RMB.

Overall, the project lowers professional sports barriers and weakens rigid commercial promotion. With relaxing riverside atmosphere, inclusive gameplay and celebrity traffic resources, it drives massive spontaneous UGC dissemination. By integrating professional sports events, trendy market culture, urban leisure lifestyle and e-commerce promotion, the carnival has become a landmark summer football event on Shanghai West Bund and set a replicable benchmark for full-domain sports IP marketing for digital platforms.

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