220% increase of sales versus last year. This game was one of the most watched games of the entire season and it was broadcasted on the most important sports TV channel of Colombia. It also was broadcasted via online. So, basically, we reached a huge amount of the population in real time. The rest of the country found out afterwards with the the media attention that we drew.

We interveneD the transmission of the most famous sports TV channel of Colombia, replacing the real replays with the ones replicated in real time by 4 gamers in FIFA 14. After each replay switch we displayed a message delivering the good news. This way the message was delivered successfully and in a completely unexpected way.

FIFA wanted to communicate that the new FIFA 14 now includes the Colombian soccer league, so we decided to announce it during the most important match of the league. During the transmission we replaced in real time the most important plays and goals with the graphics of FIFA 14. Four gamers replicated those plays and goals in an XBOX match and we immediatly switched them in the replay of the transmission with a message comunicating the good news. This way all Colombians knew that the new FIFA 14 now has the Colombian soccer league included.