According to the British Medical Journal, after a sports success the birthrate increases up to 16%, unleashing so a baby boom effect.

It seems football victories turn on something more than the passion between their fans and a lot of children grow up unknowing that their parents are not the only ones responsible for their existence.

Therefore, on father’s day, MARCA, the most read sports newspaper in Spain, wanted to surprise with a campaign that increases loyalty and recruits new users, a campaign that gives you the opportunity to find out who your football father is.

It created a website with a database that covered more than 60 years of football, where the user just had to enter his birthdate and his father’s favorite team and MARCA returned him the cover page of the day he was conceived and a paternity certificate assuring that he was a child of football.

This March, MARCA launched a campaign for father’s day. To create awareness they created an entertaining teaser video tutorial, explaining the action in a humoristic tone and that directly linked to the main website where the users could find out who their football father is. Once the user entered, the only thing he had to do was to introduce his birthdate, the favorite football team of his father and MARCA returned him the cover page of the day he was conceived and a paternity certificate that he could download for free and that assured him of being a child of football. And all of that, thanks to a database that collected up to 60 years of football history, presented in the form of a game that permits the user to know which football player turned on something more than just the passion between his parents nine months before his birthday.

In only two weeks, the following results were achieved:

More than 250.000 visualizations in our social media channels

More than 54.000 visits to the microsite quienestupadre.marca.com

More than 13.500 user consultancies on the web to find out who their football fathers was .

A campaign that did not leave any football fan indifferent.

And that found 8.500 nuevos padres futbolísticos

And the most important, Marca created an emotional bonding with its readers.