Othaim Arena — On-Ground & Digital Across 5 Malls

A landmark World Cup fan-zone campaign across five Othaim malls — giant screens, free-entry arenas, and a digital-first push built to drive footfall. Campaign results through the group stage: 200M+ reach and standout on-ground performance.

Alothaim Malls · June 1, 2026

Activities & Experiences

Free-entry World Cup fan zones with giant LED screens, turf seating, and mall-wide digital promotion

Dates

FIFA World Cup 2026

Location

5 Othaim malls across the Kingdom

Partners

In collaboration with

Campaign Impact

Results at scale

Alothaim Malls · Verified campaign KPIs

0M+

Group Stage Reach

Social reach through the group stage — full World Cup campaign, results to group-stage close

Mall Locations

Othaim malls activated with on-ground arenas and digital campaigns

Free

Entry

Open fan zones designed to maximize footfall and community turnout

360°

Campaign

On-ground spectacle plus always-on digital and social promotion

Giant

Screens

Premium LED setups that turned malls into live stadium experiences

Footfall

Primary KPI

Campaign built end-to-end to drive mall visits and dwell time

Strategic outcomes

200M+ social reach through the group stage — campaign results reported at group-stage close
Free-entry Othaim Arena fan zones transformed mall traffic with packed seating, families, and live match energy
Dual-track on-ground + digital execution across Othaim Mall and Othaim Market formats
A giant success — footfall, buzz, and brand love at scale across five locations

Process

Concept & Mall Network Strategy

Pre-tournament

Designed Othaim Arena as a free, high-energy World Cup destination across five malls — aligning footfall KPIs, venue formats (Mall vs. Market), and a unified brand identity.

• 5-mall rollout plan
• Othaim Arena brand system
• Footfall & reach KPI framework

On-Ground Arena Build

Install week

Built immersive fan zones inside malls — giant LED screens, turf floors, beanbag seating, and free entry that turned everyday shopping trips into live match moments.

• Arena installations per mall
• Screen & seating production
• On-site brand and wayfinding

Digital & Social Campaign

World Cup run

Ran a digital-first campaign across social channels for the full tournament — with 200M+ reach recorded through the group stage.

• Social content & video edits
• Paid and organic promotion
• 200M+ reach through group stage

Live Activation & Results

Tournament run

Delivered packed arenas on match days with standout on-ground results — families, fans, and communities filling malls in a campaign that became a benchmark for retail event success.

• Match-day arena operations
• Real-time social coverage
• Footfall uplift across 5 malls