4 out of 10 kids become fans from another football team rather than their father’s club.

TyC sports presents:

Converts

A story about infidelity to the jersey

Through a web campaign, TyC Sports launches a series of online videos where fathers from all around the world narrate the pain its felt when someone changes your son’s football team and becomes a Convert Kid.

It was also created a web site with tools to build loyalty from kids to their father’s football teams, report anyone capable of switching a kid’s football team, make a heart checkup to find out if their children are already converts or close to be one, a petition in change.org to create a law that protect fathers, a survey to identify risk factors and ensure no more converts kids in the world.

By using the love for football, and feelings between fathers and sons, we made a web campaign with tools and testimonies about this problem, which was implemented and got feedback in different media, creating new content and obtaining an active audience involvement both nationally and internationally.

The campaign was being constantly fed with new content proposed by the brand with new online videos and new tools to help parents, and with the audience active involvement.

Thanks to the web campaign, TyC Sports transmitted a brand message in an entertaining way that generated high audience involvement. Through most of 10.000 people who reported via Facebook people from trying to change their kid’s football team, they came to light an infinity of painful stories, family dramas, and through the more than 2.5 million views on social networks, millions of people discovered that this is a problem that can happen to everyone.

This way TyC Sports managed to give prominence to the religious ritual of watching all the games with your kids.