Concept Summary

"During UEFA EURO 2024™, Deutsche Telekom transformed Berlin’s TV Tower – the city’s iconic symbol of communication – into a 170-meter interactive high-striker game. Kick it Like Alex invited fans to test their skills at a ball-kicking machine and see their personal fan moment light up the tower in real time. Each kick was visualized in one of six dynamic worlds, created in TouchDesigner and projected by ten high-power beamers across Berlin’s skyline.

The concept brought Deutsche Telekom’s brand promise “We won’t stop until everyone is connected.” to life — turning technology into emotion and participation into connection. Fans registered via mobile, personalized their experience, and received a digital souvenir to share online. Every participant also had the chance to win tickets to the UEFA EURO 2024™ Final.

Over 5,000 visitors took part, generating more than 10 million impressions, 7.4 million video views, and a 4.9/5 satisfaction rating. Through social storytelling, influencer collaborations, and community content, Kick it Like Alex became a “talk of the town” highlight in Berlin.

Realized in a climate-friendly way, the project set a new benchmark for large-scale live communication — proving that innovation, emotion, and responsibility can truly connect people.",