Football is pure entertainment but the “All In Promo” made it even more enjoyable. It offered those who bought their Noblex 4K TVs a full refund in case Argentina did not qualify for the World Cup. With an unprecedented approach to sponsorships in a country that breathes football, people went crazy. The online TV stock sold out in hours -billing S11M- but the conversation lasted 4 weeks in which the Noblex CEO went from being the laugh of the nation to an absolute God.

Noblex launched the “all in promo” from its Twitter account and a small placement circuit of OOH, previous to the last three classification matches. The online stock of 3000 TV sets sold out immediately. The pathetic performance of the national team caused a public outcry and forced the brand to extend the promotion for the final decisive match vs. Ecuador. An extra round of 2000 sets sold out in 6 hours. The Noblex CEO became the laugh of the nation on Twitter. So it was brought to life through a personal account (@gerentedenoblex) on twitter that interacted with trolls in real time during the final match.

In the end, Argentina won that match 3 to 1, ensuring the classification and the success of the promotion.

COMMS RESULTS:

With 2 paid tweets:

- Impressions: 406MM.

- Sponsor with most interactions in 2017 (over other sponsors like Inbev and Coca-Cola)

-Total organic reach 57,000,000

-Earned Media: $13,017,126

-Most mentioned brand on twitter in Argentina, 2017.