How could we engage our Chinese fans on social network sites?Let China defeat some of the best teams... on China's terms.

We seeded a series of viral videos. First, China defeated Argentina at Marjoh,The release of each film coincided with actual matches accompanied with captions such as “Argentina in shock loss”. Fans are shocked by the title at first, then they get very excited at the comments.

The viral video spread like wildfire among fans. We rolled out the second viral video, China defeating France via Hot Pot, and Brazil losing at KungFu PingPong. All of the fans got excited by the headline of the video.

Results:10 million+ views in just 5 days.1,000 positive comments.10,000s forwards, links, embeds,etc.PR worth USD 1.5 million+.20% sales volume increase.Fans are crazy about the virals and made thousands of comments. They even say that this may be the only way for China to win.Carlsberg won the game without paying media like the sponsors. The brand also won the hearts of fans in China.