In order to emphasize the importance of the ball during the big game, we elaborated an unprecedented move that drew the attention of fans, spectators, and the media: before the game began an armored car entered the field and 4 armed security guards removed the ball from inside the car – which was inside an acrylic box protection, supported by a red velvet pillow – and handed the “trophy” to the referee to start the game.

More than 250 thousand comments on blogs, sites, and social networks;Worldwide Trend Topics on Twitter;20 thousand hits on the promotion’s website in the first day;One thousand sold shirts in one day;Thousands of sold shirts in three days;An increase of 120% over the previous year.