Ribeirão Preto is known by a couple of things: It's powerful economy, Pinguim's Tap Beer and the passionate decades-long rivalry between two local football teams. Even more than a local derby Come-Fogo is a cultural institution. Leveraging fans passion for both local clubs and the intense rivalry against each other, we promoted a Twitter competition resulting on the most epic Come-Fogo ever.

In the 95th anniversary of Come-Fogo we promoted a match and brought an international football star (Samuel Eto'o) to play for Esporte Clube Comercial (95th in the national rank) and Botafogo-SP (88th in the national rank).

Rules were simple: The more fans tweeted the hashtags #etoonoleao or #etoonofogao, the longer Eto'o would play for either club. We'd use advertising not only to get people to participate but as a tool to increase word of mouth.

By bringing a well known soccer player to a small city passionate about soccer and their local teams inviting the population of this city to vote using hashtags on Twitter so they could decide the amount of time Samuel Eto'o would be playing for their team in the match, we brought the population of the city to engage that in a fun way. We created the biggest activation of the city's history, and the first Twitter activation in Brazil. People got involved, invited their familys to join Twitter. ESPN wanted to make part of this big event and broadcasted live from Ribeirão Preto to Latin America. The response was huge the match was packet and the city only talked about this the entire month. We achieved a lot of spontaneous media, more than 3 million reais and impacted more than 18 million people around Brazil.

• Reach

The campaign aimed the 660 Thousand citizens of the little Ribeirão Preto, but spread through national press impacting more than 18 Million people.

• Engagement

ESPN decided to broadcast the match nationwide and the audience engagement was so huge that the story became trending topics through organic mentions on twitter.

• Impact

In just 10 days the story became news everywhere and brought over R$ 3.225.000 in earned media.