After 16 years Colombia finally returned to the World Cup. This theme created a trend. Everybody spoke about football, the national team and this big success we expected so badly.

Many Colombian brands faced a limiting communication as they couldn’t use allusive resources to the World Cup if they weren’t official sponsors.

We found that Microsoft has the permits to work and distribute allusive content to the game FIFA World Cup EA Games who in turn holds the rights to the names of the teams, players, stadiums and football elements. With this material, we recreated virtually in our social networks, the most important moments of the matches of the Colombian selection in the World Cup and described in real time the details of these moves becoming a source of information for our fans. This campaign was developed purely on Facebook and needed no paid media campaign, being a totally organic activity.

This helped us to achieve the objectives of growth and engagement in July of 2014.

Our channel being a technology community has lots of gamers who annually update their soccer games and constantly participate in tournaments and activities related to the subject. Of course it was a community that was going to be aware of the World and would consume products that were related to this issue.

Furthermore we would arrive to all football fans in general, even though they do not play video games, proved to be a large segment to tell the product benefits.

In just two weeks, we won +250.000 new fans on our Facebook page.

We reached +180.000 interactions, positioning Microsoft´s community as the most engagement in South America.

Our fan page grew 35%.

At the end we tell our audience that they could live their own World Cup through FIFA World Cup EA Games and incidentally, show the benefits of the product.

The content key of this activity was to take advantage of a Microsoft product itself to make the communication during the World Cup without being an official sponsor.