A custom-built activation platform developed by Pixel38, transforming a global sporting event into a measurable customer engagement and rewards ecosystem.

Major sporting events create excitement, loyalty, and engagement on a massive scale. The challenge for financial institutions is turning that excitement into meaningful customer interaction and sustained digital adoption.

That challenge became the foundation behind Cashback El 3alam, a fully customized World Cup activation platform designed and developed by Pixel38 for BOB Finance.

The objective was simple: create an experience that motivates customers to increase their usage of digital payment channels while making every transaction part of an engaging World Cup journey.

More Than a Campaign, A Complete Digital Ecosystem

Rather than building a traditional cashback campaign, Pixel38 designed and developed an end-to-end engagement platform connecting customers, transactions, tournament progression, rewards, communications, and administration into a single ecosystem.

Customers begin by selecting their favorite national team participating in the World Cup.

From that moment, every eligible digital payment contributes to their cashback journey, with rewards directly tied to the performance of their chosen team throughout the tournament.

As teams progress, customer rewards evolve. As teams get eliminated, customers continue experiencing the campaign through compensation models, notifications, and alternative reward mechanisms designed to maintain engagement until the final whistle.

A Seamless Customer Experience

The mobile experience was designed to be simple, engaging, and highly intuitive.

Participants can:

• Select and lock in their preferred World Cup team
• Track cashback percentages throughout the tournament
• View eligible transactions and accumulated rewards
• Follow team progression and tournament stages
• Receive personalized notifications and campaign updates
• Monitor spending and cashback balances in real time

The result is a gamified experience where customers actively follow both their spending behavior and their team's journey.

Built with Powerful Operational Controls

While customers enjoy a simple front-end experience, the platform is powered by a comprehensive administrative engine developed entirely by Pixel38.

The management portal enables campaign administrators to:

• Configure tournament stages and progression rules
• Manage participating teams and classifications
• Track customer enrollments
• Monitor transaction eligibility
• Calculate cashback exposure and liabilities
• Manage settlement processes
• Send targeted notifications
• Analyze campaign performance through live dashboards

This gives business teams complete visibility and control throughout the activation lifecycle.

Designed for Real-Time Decision Making

One of the most powerful aspects of Cashback El 3alam is its ability to provide live operational insights.

The platform continuously tracks:

• Enrollment performance
• Transaction volumes
• Customer participation rates
• Cashback exposure
• Team popularity
• Reward liabilities
• Tournament progression impact

This allows stakeholders to make informed decisions throughout the campaign rather than waiting until it concludes.

Built for Scale and Future Activations

Although designed around the FIFA World Cup, the platform was intentionally architected as a reusable activation framework.

The same concept can be adapted for:

• Sports tournaments
• Seasonal campaigns
• Loyalty programs
• National events
• Promotional competitions
• Customer engagement initiatives
• Digital adoption programs

This flexibility transforms the solution from a one-time campaign into a long-term engagement asset.

The Bigger Opportunity

Consumers increasingly expect experiences rather than promotions.

Cashback El 3alam demonstrates how organizations can combine gamification, loyalty, digital payments, and real-time engagement into a single customer journey that drives measurable business outcomes.

For financial institutions, telecom operators, retailers, and loyalty-driven businesses, this approach opens the door to entirely new ways of increasing customer interaction, transaction volume, and brand affinity.