We wanted Champions for Life 2017 to be “A MATCH TO REMEMBER”, an amazing football match were La Liga stars played the best moves people ever sow.

In order to get this ambitious objective, we did something special:

FOR FIRST TIME IN HISTORY, PEOPE COULD DECIDE WHAT MOVES PLAYERS HAD TO MAKE IN REAL TIME.

How?

1.- People got into a mobile website while watching the match.

It was actively communicated live during the match.

2.- They asked for specific moves to be executed during the match (donation).

Everytime a move was asked, fans made an economic contribution to Unicef.

In addition, they could invite friends to participate, and share it on social networks.

3.- Scoreboards displayed the moves to be executed in the following minutes.

People in the stadium encouraged players to execute the moves demanded by the audienced.

4.- Players did it.

People asked for more moves!

5.- The match got the attention of mass media.

•Implementation:

Through LaLiga Foundation and Unicef we obtained the collaboration of a large number of La Liga clubs and players who participated at the match.

In addition, Real Betis (a very important La Liga club from Seville) collaborated bu organizing the match at its stadium, Benito Villamarín and let us use their own media to promote the game.

Several important sponsors of La Liga collaborated with the initiative.

TVE (public Spanish TV) broadcast the game live through its sports international channel Teledeporte.

•Timeline: 19/12/16 a 29/12/16

•Placement Estadio Benito Villamarín, Sevilla, España.

Scale: Mainly Spain though Teledeporte is a worldwide TV channel.

Over 250.000 € raised by SMS (people asking for their favorite moves).

Earn media value: €2.895.000.

220 millions of impacts

1.200 news about the match.

30 million twitter impressions through Twitter

Champions for Life was global trending topic.