We needed to capitalize on the global sponsorship agreement with Messi locally, considering we couldn't use the celebrity personally in a traditional campaign. We started from the following observation: all the media said the same “there’s no word to describe him”. Even the coach of the National Football team, Alejandro Sabella, said that “the Real Spanish Academy should come up with a new adjective to describe him”. So, we made that our task: to come up with a new word to define Messi.

We focused on Messi’s fans participating in this through social media (#unadjetivoparamessi). We invited them to come up with adjectives to describe Messi through Pepsi’s Facebook fanpage, Twitter account and a hotsite www.unadjetivoparamessi.com where people could propose and /or vote.

We turned to team coach Sabella to be one of our spokespersons for the campaign and selected him to choose the adjective from the list submitted by fans.

We signed an agreement with the publisher of one of the widely used Spanish dictionaries to include the new adjective in their dictionary.

Our campaign surpassed the local objective and went global. 56+ MM impressions in twitter. Prime time news TV programs from many countries aired the new adjective. 490+ articles in national and international media. Earned media 10,5 MM dollars. 65% of the media coverage linked “Inmessionante” with Pepsi. After "The Inmessionante" success, the Swedish language academy added a word to describe Zlatan Ibrahimovic.

We announced our search for a new adjective for Messi through Pepsi’s Facebook fanpage, Twitter account and a hotsite www.unadjetivoparamessi.com where people could propose and /or vote.

We sent a press release to the national media with Pepsi’s initiative.

When we hit 10,789 proposed adjectives, we gave Sabella a shortlist of the top and most voted on words. We later posted a video with Sabella choosing the winning adjective.

4 weeks later, when the dictionary came out, we sent copies to key media people, along with the information about the campaign and the adjective that was finally chosen.

10,987 adjectives proposed in only a month.

56+ million impressions in twitter.

18+ million Twitter accounts reached.

Our campaign surpassed the local objective and went global.

28% of the tweets in Spanish regarding Messi included the word inmessionante (during and after the game Barcelona-Milan. Source: Sensei Brand Tracking).

Banners and signs with the word Inmessionante were seen widespread in stadiums in Argentina and Spain.

490+ articles in national and international media.

Sky Sport produced its own beautiful opener, including an English version dictionary with 'Inmessionante' (http://vimeo.com/61220454)

After 'The Inmessionante' success, the Swedish language academy added a word to describe Zlatan Ibrahimovic.