Wisła Kraków scores each fan's luck with AI — attendance up 42%, highest in the league

Relegated Polish club computes how much luck each supporter brings — luckiest get VIP boxes, unluckiest get merch discounts — and fills the stadium

Wisła Kraków FC · VML Poland

创意是什么Quantify the superstition that a fan's presence brings luck: each supporter gets an AI luck score, with VIP upgrades for the luckiest and discounts for the rest.伤筋动骨

当时的题目

After relegation to Poland's second division, Wisła Kraków faced a financial crisis in which filling the stadium was existential. Traditional ticket promotions couldn't give fans a powerful enough reason to come back.

它是怎么成立的

When Wisła Kraków were relegated from Poland's top division, the club's finances were in trouble: filling the stadium was no longer about morale, it was existential. Fans already believed their presence brought the team luck — the problem was that superstition had never been measurable, so it couldn't be rewarded.

VML Poland built the Lucky Fan Index from data the club already collected: attendance records for more than 220,000 supporters, cross-referenced with over 200 in-game metrics across 63 home matches. Every fan received a personal luck score — present for a last-minute winner and the score rose; present through a string of missed chances and it fell.

The scores were then activated commercially. The luckiest fans won VIP box upgrades; the unluckiest got discounts in the fan shop so they could buy luckier merchandise. Average attendance rose 42.2%, the highest in the league, and the campaign took the 2026 Cannes Lions Creative Commerce Grand Prix.

妙在哪

It took a universal football superstition and gave it a number, making every fan's presence feel consequential.
The index turned a legally required compliance database into a commercial platform with ticket, upgrade and retail hooks.
Rewards ran both ways — luckiest fans got VIP boxes, unluckiest got discounts — so no supporter felt excluded.
The loop ended in transactions, not impressions: tickets, upgrades and merchandise, all driven by a personal score.
Facing relegation, the club chose creativity over price cuts at the moment discounting looked like the only option.

做出来什么

Average attendance rose 42.2% — the highest in the entire league — boosting engagement and revenue. The work won the 2026 Cannes Lions Creative Commerce Grand Prix.

可以借走的

Make an intangible belief measurable and personal: when the metric is about the fan rather than the product, attendance becomes a stake in the team's story — and superstition becomes a growth engine.

后来

The index became a flagship engagement platform for Wisła Kraków, and the Cannes jury praised it as a model that made fans feel valued rather than simply making tickets cheaper. VML Poland framed it as proof that a creative use of data can fill a stadium and change a club's fortunes.

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