Movistar created a mobile platform where people could send their teams advice via Twitter through a special hashtag created for each team. For example, fans from Club Atlético Independiente had to send their advice using the hashtag #rojo, and Racing Club de Avallaneda with the hashtag #acade.

The tweets were then displayed advertising screens around the field, where they could be seen by the coaches and the players. This mechanism was conveyed to the audience with a message on the panels that said “When you can’t scream anymore, send a tweet”

- During the game, the screens flashed a message every 6 seconds.

- We received over 2000 brilliant pieces of advice, not only from inside the stadium, but from all over Argentina.

- Many of the messages on the screens were picked up and discussed by the television and radio commentators as possible solutions to the tactical problems the teams were having.

- ‘Tweet and Coach’ served the purpose to strengthen the emotional bond between Movistar, the biggest mobile communications company in Argentina, and its subscribers, providing value, but most importantly, proving that passion can be shared over a cellphone.