Fans participation became important not only for the brand, but also for the athletes. They decided to respond and created an unexpected dialog involving the brand.

Only in the first week, more than 800 hundred videos from all over the world came in. Again, the athletes got so involved by the campaign that decided to answer the fans. Gatorade had a 20% growth in relation to the past year, breaking two consecutive sales records. 2% growth in market share in two months. US$ 15M in spontaneous media. More than 2M views on YouTube. Facebook fans jumped from 600.000 to more than 1.3M. And Corinthians became the 2012 FIFA Clubs World Champion.