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

We developed a global online/offline shootout game that appealed to all people, on all levels, and didn’t require deep translation. Uniquely owned by Yahoo! this type of execution has never been done on such a large scale. Fans participated in a global online shootout, where they challenged players live, 24 hours a day throughout the World Cup.

Live events took place in London, Paris, Sao Paolo, Jakarta, Seoul, Berlin, Madrid and Milan, where we gave fans a once-in-a-lifetime chance to test their penalty kick skills live, against star goalkeepers.We surrounded consumers with a 360º world of experiences including social media, PR, networking, influencer marketing and more. The prize? The two best online players met in Rio de Janeiro to try their shot on 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)