For the ICC T20 World Cup, Xtendr transformed Royal Stag’s limited-edition packs into a connected cricket experience—extending the energy of the tournament into the user’s world.

Users could bring the pack to life, interact with it, relive iconic moments, and capture themselves with the ICC trophy—turning each pack into a shareable digital collectible.

The campaign drove over 1% organic scan rates and ~90 seconds of engagement, with participation across 385+ cities—building stronger emotional connect, social sharing, and product consideration at scale.