Case Study Summary
CUPRA x Padel: Gaming Meets Purposeful Brand Building
To stand out in Germany’s crowded auto market and appeal to Gen Z, CUPRA avoided traditional ads and instead launched an innovative campaign that brought the sport of padel into Fortnite. By creating the first-ever virtual padel experience—complete with a branded arena, showroom, and influencer engagement—CUPRA bridged the gap between digital gaming and real-world sports. They also sponsored the German Padel Tour and hosted physical events, integrating online and offline experiences. This strategy boosted brand awareness by 46%, doubled engagement goals, and increased CUPRA Born sales by 42%, demonstrating how gaming can serve as a purposeful tool for discovery, community, and brand growth.
Key Insights
Gen Z prefers interactive, immersive experiences – Traditional ads don’t resonate; gaming and sports offer more engaging platforms for connection.
Padel is a rising, underrepresented sport – Especially in Germany, offering CUPRA a unique opportunity to “own” the sport early and grow with it.
Gaming is a gateway to real-world behavior – 60% of Gen Z are more likely to try a sport in real life if they discover it through gaming.
First-mover advantage matters – CUPRA was the first brand to bring padel into Fortnite, creating a new space for engagement and ownership.
Seamless online-offline integration amplifies impact – By blending virtual play with real-world sponsorships, events, and test drives, CUPRA created a 360° brand experience.
Influencer and community-driven engagement fuels authenticity – Social drops and live streams helped build hype organically and reach digitally native audiences.
What the Awards Jury Says
What makes gaming purposeful here is CUPRA’s use of digital platforms not just for entertainment, but as a sports incubator and brand-building tool. They turned gaming into a gateway for discovery, learning, and participation in a physical sport, which in turn elevated the brand’s cultural relevance, built community, and even boosted car sales. It’s a blueprint for how brands can fuel real-world action and loyalty through meaningful digital innovation.
Winning Details
SEAT | CUPRA Germany – CUPRA x Padel: Game On! Submitted by PHD Germany.
Credits
Giuseppe Fiordispina, Head of Marketing (SEAT | CUPRA)
Melanie Rupp, Head of Customer Experience & Media (SEAT | CUPRA)
Tobias Lange, Managing Director, PHD Germany
