For the 2026 World Cup, the Brand Team turned the Facebook app itself into the celebration. The core idea was a tiered experience: casual fans meet the festivity the moment they open the app, while die-hard fans can double-tap the Facebook wordmark to unlock "Soccer Mode" — themed reactions, hidden easter eggs, and an in-app game. The hard problem was tone: bringing match-day energy to an app used by billions while keeping it light-touch and opt-in rather than overwhelming. The football-logo system and core look carried across in-product surfaces, from Messenger themes to stickers. Read more about it here!