• 18 million+ viewers.

• Highest rated original series in ESPN’s history in region.

• 94% viewers more likely to use their MasterCard after watching. 61% most associate MasterCard with the passion for football and football fans (nearest competitor at 29%). 76% feel Capitales del Futbol is a good compliment to the Priceless campaign.

• For Latin American fans, Capitales del Futbol is now associated with MasterCard more than any of their sports sponsorships. UEFA Champions League, MLB, and the PGA Tour.

• The Facebook page is approaching 250,000 fans, over 200,000 post likes, 30,000 comments, and 50,000 poll responses.

Alongside Academy Award winning Production Company 100Bares, we traveled the world to produce nine documentaries profiling the world’s football capitals, capturing what makes each city so special – the sights, sounds, and the citizen’s passion for football. The 'When You Visit' vignettes ran within the content of the show, and drove viewers to a dedicated website to find out how MasterCard can unlock even more exclusive opportunities for cardholders. The property allowed MasterCard to provide Latin Americans an experience they’ve never had before –to discover the world’s premiere destinations – places they’ve always dreamed about visiting, but never had the opportunity to – and how the brand can directly enhance that experience.

The episodes were teased weeks in advance, on our TV (live game & studio show mentions & previews), digital (articles and advertising on ESPN.com; dedicated ESPN.com website), and social media platforms (ESPN talent/studio show assets), engaging fans everywhere.

MasterCard came to us with one business objective and one branding objective. On the business side, they wanted to drive transactions to their local retail partners in Latin America, simultaneously supporting their relationships with those retailers. On the branding side, they wanted to strengthen their association with football in Latin America, and specifically with the Latin American football fan. Additionally, they wanted to complement their long-running 'Priceless' campaign by providing unique and exclusive experiences for their target.

Based on these objectives, and coupled with our insight that Latin American men’s most cherished 'Priceless' experiences are lived through the sport, the 'Capitales del Futbol' idea was conceived. The multimedia campaign would center around a custom content initiative – nine 30-minute documentaries airing on ESPN networks in Latin America, profiling the greatest cities to experience football, and complemented by 22 branded 'When You Visit' vignettes, showcasing MasterCard’s retail partners in each city.