Using public data from the exact location in real time of the flight that was bringing Argentina’s National team together with the World Cup Trophy, and the use of a No Code system and a little help from AI, PedidosYa (the biggest delivery app in Latin America) created the most viral brand activation of the 2022 World Cup.

We crossed the geolocation of the plane, with the PedidosYa app, to let people track in real time the trip of the champions bringing the World Cup trophy back to Argentina, in the same way they follow a pizza.

Argentina is a country that’s completely crazy about Football. After 36 years of waiting, with many lost finals, this could be Lionel Messi’s last chance to win the World Cup.

And it finally happened. Argentina broke a spell that lasted more than 3 decades.

The country exploded in excitement like never before.

In that context, people were obsessed with one thing: When would the trophy arrive in the country so they could celebrate?

In the middle of the celebrations, PedidosYa sent to half of the country a “fake” delivery notification reading: “Your order is on the way”.

Millions of users panicked, thinking their account had been hacked, or they had been scammed. But when they opened it, all that anguish turned into joy.

It turns out that the notification took them to the map inside the app that usually tracks the order. But this time, it was linked to real time data that tracked the flight that brought the champions together with the World Cup Trophy to the country.

We achieved this with a no code system and the help of AI, using the API from Google Maps and Flight Aware, which shows the real time locations of every flight in the world. This way anyone was able to track the flight in real time and visualize it in the PedidosYa ecosystem.

In a moment of total madness, where every brand was trying to jump on the success of the national team, and when it was very hard to be relevant, we focused our strategy on the anxiety every Argentinian was living.

As soon as Argentina became World Champion, we detected a general increase in people's interest to know about the arrival of the World Cup.

Instead of an expensive media strategy, we decided to use our own platform to reach more than half of the population of the country.

When Argentina became champions of the world, we put our hands to work.

With a no code system and the help of AI, we used the API from Google Maps, and at the same time the API from Flight Aware, which shows the real time locations of every flight in the world. This way be were able to track the flight in real time and visualize it in the PedidosYa ecosystem

So right as the airplane lifted off Qatar’s soil all PedidosYa users got a notification that said: “Your order is on the way”. The notification was linked to the PedidosYa app, where everyone could follow this time, instead of a cheeseburger, the World Cup’s journey home with the players.

In the 30+ hours it took to deliver the World Cup from Qatar to Argentina, we were able putting the brand in everyone's mouth.

When Argentina’s national team and Messi both had reached the greatest glory, PedidosYa had more mentions than both of them, becoming the #1 trending topic. We had a reach of more than 25 million (more than half the country). It was the most viral World Cup brand action. And all with 0 dollar investment in media.