San Miguel’s presence is extremely prominent on the National Team’s jersey, so we used it to express the brand’s new role as lead communicator between the Team and the fans.

We developed a three-step campaign:1. Sports Media: Online, mobile and press drove supporters to our website, providing them with a once-in-a-lifetime opportunity to write and display personalized messages to their favourite athletes in banners and at the Games. Radio Television Espanola mobile alerts updated supporters with the latest results and team information.2. Olympic Games: We made the world’s largest T-shirt and fashioned it with the supporters’ real signatures and well wishes. The T-shirt welcomed the Spanish Team into Beijing, connecting them with their faraway fans. University of Beijing, press, players and supporters joined to celebrate the unveiling. 3. WOM/Publicity: Consumers, sport fanatics and journalists buzzed about the larger-than-life event including the numerous messages displayed on the XXXXXXXXXXXXXXXL jersey.

Our San Miguel basketball association was a slam dunk with a 600% increase in brand awareness. In addition: • Sponsorship awareness up 242% (+473% above second sponsored brand)-+333% awareness with basketball fans-+500% awareness among non-basketball fans• +910,000 unique visitors (+18 times vs. pre-campaign)• 2 million page views/averaging 1.25 minutes per visit• 105,851 signatures• 16 million impressions• 5,000 SMS subscriptions/49,000 alerts delivered • 42,000 mobile downloads • 193,000 video downloads• 50,000 games downloaded (+66% vs. objective)• 4.56% Google CTR (+ 182% above average)• 1.72% MSN Messenger CTR (+172% above average)