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KPMG Change the Game

KPMG facilitates the Change the Game challenge for Johan Cruijff ArenA, an international open innovation program for start-ups, scale-ups and other entrepreneurs to improve the visitor experience. We developed the campaign video, provided social content for their own channels and set up an influencer program to reach and recruit the start-ups.


We collaborated with influencers who inspire the target group, and who would also benefit from a participating start-up in their network. Think of business influencers, start-up accelerator programs and media in sports and event tech. In addition, we were able to excite participants through our content posted on the social channels of Johan Cruijff ArenA.


Our mission was to create a strong sense of #fomo. Around 600 active participants registered on the platform in two months. This resulted in more than 180 submissions from 32 different countries. During an event, Johan Cruijff Arena, KPMG and partners selected 25 start-ups for final collaboration into the field lab.


June 26, 2019


B2B, B2B

amsterdam, arena, change the game, influencer marketing, johan cruijff, social strategy, stadion, start-up