FIFA wanted to communicate that the new FIFA 14 now includes the Colombian soccer league, so we decided that the best way to do it was to announce it during the most important match of the league.

It is relevant because the entire audience that we wanted to reach was watching the game that day. This way the message was delivered successfully and in a completely unexpected way.

During the transmission of the most important match of the entire Colombian soccer league 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 immediately switched them in the replay of the transmission with a message communicating the good news. This way all Colombians knew that the new FIFA 14 now has the Colombian soccer league included.

220% increase of sales versus last year. This game was one of the most watched games of the entire season and it was broadcast on the most important sports TV channel in Colombia. It also was broadcast 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.