Case Study - DIA x Misho
→ Context
Supermercados Dia wanted to boost their protein product line and needed an activation that would drive real engagement—both in-store and on social media. That’s where Play the Game came in.
→ Proposal
We designed an in-person fitness activation where Dia customers could step into the spotlight. To draw people in, we brought in an influencer as the face of the event.
The goal was to create an inclusive challenge that anyone could participate in, regardless of fitness level, and that could take place inside a Dia supermarket. Our solution? A high-energy arm-wrestling competition, where participants faced off until only one winner remained.
To make it even more compelling, we needed the right hook. After weighing our options, we landed on the perfect choice: Misho. As the event’s ambassador, host, and challenger, he gave participants the chance to take him on in an arm-wrestling match—capturing the action for Instagram.
And of course, no one left empty-handed. Competitors who lost the challenge took home Dia’s protein products, while winners scored exclusive Misho x Dia sweatshirts.
With everything in place, we launched the event in Madrid on November 14, putting Misho, the participants, and the audience to the test.
→ Value
At Play the Game, we handled the entire process—from strategy and planning to execution. We worked closely with Dia to ensure a seamless experience, managing everything from influencer coordination to on-site logistics. We also provided live event support and post-event analysis, always focused on delivering high-impact, memorable activations.
→ Results
The event was a huge success, earning high praise from the community for both its creativity and execution. Nearly 100 people attended and participated, proving the combined pull of the brand, the activation, and Misho himself.
On social media, the campaign generated over 1 million impressions across Instagram and TikTok, surpassing all goals.
→ Client Quote
"The activation with Misho and Dia Láctea High Protein is a perfect example of how to run a 360° campaign: in-store activities, social media exposure, product trials, customer engagement, and brand merchandising. A comprehensive action that has helped us launch this new brand in a big way."
Brais Quintá, Young Target Marketing & New Channels at Dia Spain.
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