What cannot be forged? Only those things that are original—symbolism cannot be duplicated or copied. If copied, a symbolic element loses its value.

Our idea was to transform the original jersey into an original one by printing a code. By registering this code in www.ponetelaroja.com, each fan could become an official fan. Here, they had to tell us how far they would go to wear their jerseys—like wearing it on their wedding day! Other visitors voted and the fans with most votes could give one of the players his own jersey to wear on the official game.

The campaign was incredibly successful.Results in two months:Visits: 247,971Original visits: 42,550—a full house at the Stadium!Visits per day: 3,999,68Pages visited: 1,366,354Considering that an original jersey is worth US$60 and a fake jersey on the black market costs US$15:Official fans registered: 4,519This means: 4,519 jerseys soldThis means: We triumphed over piracy!