The activity was previously spread in Movistar’ social networks, inviting people to celebrate from Plaza Italia. The execution took place after the games of the Chilean team, for 2 hours and a half, approximately. It was complemented with the delivery of branded balloons, to reinforce the association with the brand in a context of celebration. The message communicated on the screen was precise: “Upload your picture or comment to Twitter using #ModoMundial”, which caused the immediate understanding of the mechanics by the audience, who started to upload their content.

The goal in terms of association of the brand to the concept #ModoMundial was 50%. Results were that 68% associated the concept #ModoMundial to Movistar. Source: Panel Netquest, june 2014.

The average of mentions in Twitter for @MovistarChile was 22 per day. We achieved 110 interactions in just 5 hours. Source: Radian Six, Social Bakers.

It was expected to reach 1.000 interactions with the OHH screen. 1.851 photos were uploaded. Source: Radian Six, Social Bakers.

We took relevance away from Entel, direct competitor and official sponsor. Movistar reached 54% of awareness while Entel reached 47%.