LaLiga partner Moeve has introduced a fan activation campaign that will allow selected participants to take penalty kicks during halftime of official matches in LaLiga EA Sports.
The initiative is part of Moeve’s loyalty programme “Club Moeve gow†and is designed to strengthen fan engagement through experiential rewards tied directly to matchday environments.
Winners will be selected for three fixtures scheduled in May: Valencia CF vs Rayo Vallecano, Sevilla FC vs Real Madrid, and CA Osasuna vs Atlético de Madrid.
The experience includes travel, accommodation, and content production, with the moments recorded and shared across social media platforms as part of the campaign’s digital strategy.
Fans can enter through the loyalty app or by scanning QR codes placed in stadium advertising during matches, creating a direct link between in-stadium exposure and participation.
Moeve said the campaign is aimed at building emotional engagement with fans by turning matchday experiences into exclusive, memorable opportunities, while also using data and digital interaction to measure campaign performance and return on investment.