The World Cup is the event that produces the greatest media advertising saturation in Mexico due to the high level of interest that soccer generates. Havas Media Group stated that, if the Mexican National Team had not qualified in 2014, Mexico would have experienced a 1.5% reduction in advertising investment (approximately US $1.1 million).

Open broadcast television networks had exclusive broadcasting rights, exponentially increasing the demand and costs of advertising in what had been, until then, the channel with the greatest penetration and reach throughout Mexico.

With the high level of demand for spaces from mass consumption companies, traditional advertising prices become unaffordable. Consequently, competition for capturing the interest of consumers becomes harder to fight for, making it difficult to find a true differentiator. Branded entertainment in spaces other than the main television networks, therefore, creates a wide range of possibilities of interaction with the end user, making it possible to generate relevant and original content.

Comex began advertising the story through its public relations and social media efforts. It spread the rumor that two rival networks (ESPN and Fox Sports) would work together during the World Cup, confirming, during a press conference, that Comex would make this happen. People began to join and participate through social media by deciding which issues and commentators the networks should feature in the daily debates. The networks broadcast the live debates simultaneously every night — a happening without precedents. Comex amplified the content on radio, social networks, video blogs, news stories and live reports posted on its website every day.

Comex obtained the following results in six weeks it ran the campaign: more than 200 million impacts on digital media. A total of 211,528 users joined the brand’s different digital contact points. The online video content received 2.4 views and 4.8 million viewing minutes on YouTube. The website received 351,230 unique visits, and 2,031 users participated in the Fantasy League. Its Twitter account registered a 100% engagement rate, with all posts reporting interactions. Finally, the positive brand sentiment increased by 14% compared to the January to May 2014 period.