The Quiniela is one of Spain’s most deep-rooted and traditional lottery games. It has been around for 65 years and it’s the top betting game in Spain. Nevertheless, it has new-found competitors, the online sports betting sites. Thus, we were asked to devise an online campaign that would strengthen The Quiniela’s key competitive advantage: it’s the only sports betting game in which you can win millions.On Friday the 20th April on the eve of the Barcelona-Madrid classic we launched an internet spot featuring the former Real Madrid footballer, José Maria Gutierrez 'Guti' as its star. The Real Madrid football player was a controversial character, a media icon and millionaire, mostly known and criticised for his laziness. Guti encapsulated the essence of the Quiniela like no one else did.“Lots of football. Lots of millions. Little effort.”As well as posting the video and sharing it with the media, Guti himself tweeted his more than 480,000 followers and contributed to the viral potential of the action and active engagement with the product.The symbiosis between product, message, campaign and celebrity became absolute as well as highly effective.With only an online media plan it managed to achieve: a cumulative audience of 10,257,000 people, a quarter of the Spanish population, 160 impacts on primetime TV, radio, press, digital press, blogs, social networks. The video registered over 500,000 downloads in 3 days.Guti and The Quiniela were trending topics on Twitter and the campaign surpassed all expectations achieving a 421% ROI.

We coordinated a highly synchronised campaign comprising different actions aimed at raising awareness of the message and the video piece amongst the greatest number of individuals possible in the shortest time possible, detonating its viral potential.A PR 2.0 action complemented the campaign:• PR with AV material mail shot to TV, online media and influencers (national and local)• Video seeding on major online video platforms• PR and VPR sent out to TV, Press and Online media

The action achieved a 421% ROI.- This campaign only had an online media plan and even before the online media campaign rolled out the accumulated audience of the 5 most important TV channels in the country had already topped 10,257,000 viewers.- The action notched up over 160 mentions in the national media (TV, radio, press and online).- 40 interventions in prime time TV: news and sports programmes.- The spot and the VPR were included in 95% of all media impacts.In the digital environment alone:- During the first weekend, over 500,000 viewings.- 32,486 reactions in Facebook and Twitter- On the first day of the campaign both the Quiniela and Guti were 'Trending Topic' in Twitter- In the first weekend the website received over 20,000 visits, and 10% betted online.- The online media plan generated 16m views of the video.