We generated content that everybody would want to follow: the key for Spain to win their first World Cup ever.Julio Cardeñosa, the soccer player with the worst luck in the history of the Spanish team, would pass his bad luck on to the other national teams.

The first step was sending him to Brazil, whose team was favoured to win the championship. People could follow him as he spread his "luck" to the Brazilian fans, their stadiums, their symbols and even their national coach.

Once Brazil had been dismissed, he did the same to all the other national teams.

On July 11th 2010, Cardeñosa accomplished his mission. Spain won its first World Cup and made 46 million Spaniards happy.

- The site received 4,437,240 visits.- Traffic to the Terra Sports website increased by 68% (NIELSEN)- We obtained 230,000€ worth of free publicity.- The brand's awareness increased dramatically.- But above all, Spain won its first World Cup and we made 46,000,000 Spaniards happy.