The brief was to generate engagement with the Latin American gaming community and show how truly fast the fast shipping is from Mercado Libre, the biggest e-commerce platform in Latin America. That is why we partnered with EA SPORTS FIFA in the Latin America FIFA 21 GLOBAL SERIES (the official qualifiers for the FIFA 21 World Cup) in order to achieve just that.

When a player scores three goals in a soccer match, it is called Hat-trick, which entitles the player to take home the game’s ball. When an e-sports player in EA SPORTS FIFA scores a Hat-trick, the virtual player takes the ball, but not the e-sports player. That is why each time a pro-player scored a Hat-trick in the FIFA 21 GLOBAL SERIES LATAM, a Mercado Libre courier rang the player’s door bell and delivered them the game’s ball, bridging the gap from virtual to reality in real-time, and allowing gamers to have the ball in their hands for their victory interview conducted by the organizers of the tournament.

Mercado Libre handles 3 million daily transactions in the region and 0.4% of those belong to the gamer segment. In order to keep generating brand awareness within this segment, our target were the thousands of gamers of different ages who were watching the FIFA 21 GLOBAL SERIES live stream on Twitch for Latin America, approaching them with a real-time action, and also giving them the chance to access special sales for gamer devices, goods and QRs during the live stream.

In the FIFA 21 GOLBAL SERIES Latin America broadcasted live on Twitch and taking place between March 13, 2021 and April 18 2021, we took each pro player who scored three goals (a Hat-trick) in their game and we delivered, in real time, to the place where they were playing, the game’s ball. We did this with players living in the cities of Buenos Aires (Argentina), Sao Paulo (Brazil), Rio de Janeiro (Brazil), Lima (Peru) and Bogotá (Colombia).

1,025,195 IMPRESSIONS on TWITCH, IG and Twitter.

336K Views in Brazil.

185K Views in Argentina.

75K Views in Colombia, Peru and Uruguay.

148K Clicks on site in Brazil.

62K Clicks on site in Argentina.

36K Clicks on site in Peru, Colombia and Uruguay.

0.86% CTR on TWITCH.

0.41% ER on TWITCH.