The brands and the entertainment business are continuously increasing in Argentina. Nowadays nearly all music and sports events are patronised by a brand, especially alcoholic beverages, non-alcoholic beverages and mobile network operators.There are really no limits for the media amplification of a venue, as they are broadcasted live through the internet, radio and on TV (especially sports), bringing to the brand a heavy exposition.Historically Coca Cola has been Main Sponsor of the Argentinean National Soccer Team and the Copa America.For this opportunity, we didn’t want to restrain Coca Cola with simple branding. We wanted to take it to another level and be a part of something really Argentinean: the endless encouragement for the team.

We brought to life a new media concept: the Cheer-o-Meter, a huge outdoor screen that broadcasts the matches of Argentina’s national football team. The cheering of the crowd is what lights up the screen. When crowds do not cheer, the image starts fading out. The louder the cheering, the better they see the match. We broadcast the event.

Papertweetos was a successful idea in many different ways. On the first hand, consumers enjoyed being part of the experience. We received and launched 2m tweets.The launch was broadcasted live by 3 different TV channels and Journalists reported the event everywhere with zero media investment.Former players for the national team, together with sport journalists and celebs, tweeted their cheering messages for the team too.

Experts considered it one of the best ideas of the year in social media.