MTV Sports Cup Noodles. A TV show created exclusively for the brand through a partnership with MTV Brazil. After a first phase that was completely online, Cup Noodles chose 9 real consumers to participate in the show. The attraction had category disputes and counted on the experience of experts in 3 sports: Sandro Dias in Skate, Victor Belfort in MMA and Carlos Burle in Surf. The athletes led the 9 participants divided into 3 teams during 12 episodes. The winning team got a trip to Los Angeles to see the X-Games up close.

Cup Noodles went from 60 million to 66 million cups sold, which represented an increase in penetration that in 2013 reached 9.3%. It approached the young audience with a great action of branded content on TV but its numbers kept increasing online: more than 180,000 interactions and an increase of 108% in the number of likes on the fan page, surpassing 1 million connected users.