YAHOO! Penalty Shootout is you vs. the world, putting the fans in the heart of the game.

We developed a global online shootout game where users played "live", 24 hours a day throughout the World Cup.It took 13 weeks and 16 people to produce the game. The simulation penalty-kick game was created using dramatic lighting and several powerful Canon 5D cameras that captured multiple action angles, video edits and sound design that added to the tension and drama. The shoot caught +200 clips that covered the various kicking/blocking actions seen during games.

Live events took place in eight cities, giving fans a once-in-a-lifetime chance to test their penalty kick skills live, against star goalkeepers.Social media, PR, networking and influencer marketing extended the message.The prize? The two best online players met in Rio de Janeiro to face ex-England goalkeeper David Seaman. The winner received tickets to 16 sporting events culminating at the next World Cup in Brazil 2014.

We harnessed penalty kick power to dramatically increase user interaction wand establish YAHOO! as THE credible, go-to World Cup resource: •+2.1M games played (6x forecast)•430,000 registered users (2x estimates)•11,600,000 gaming minutes (8x estimates)•45,476,000 total blogger/unique monthly visitors•+16M social impressions, 28,900 Facebook fans•832 PR pieces•12,000 live events attendees•23% of traffic from outside Yahoo!, additionally covered/discussed throughout the cultural zeitgeist (via internal tracking)Average:•6 minutes/game•26 minutes and 5 games per user Media-firsts: •global interactive online game + eight-market global launch•online experience turned offline with an established winner (not potential) •Yahoo! Indonesia launch •activations in new territories (Korea)