In a sporting event of such magnitude, it’s common to see a parade where important figures of the industry attend. People like, journalists, ex-soccer players and presidents of teams…fictitious or not.

That’s why we decided to create a bridge content to extend the narrative of the show in between seasons so we could be at the top of mind of the fandom. The Confederations Cup 2017 was the perfect moment to do it since the fans of the show are soccer fans as well.

In other words, a multi-platform story told in real-time inside the Club of Crows, Netflix (Mexico) and influencer’s social channel as well as various offline media. The content showed, from different perspectives, Chava’s trip to Russia and every problem he encountered…even the theft of Cristiano Ronaldo’s jersey.

Once the idea was proposed, we created a plot and a script in a way that it had special moments for every platform. A team traveled to Russia and another one to Mexico so we could keep the activation in real time.

Every platform, online and offline, had specific assets that told Chava’s day to day in Russia. Tweets, Facebook posts, Instagram pictures and stories, Youtube videos, TV broadcast and news, both in websites and printed media.

Some pieces intertwined with the main story while some worked as extra content. Everything was complemented. The connection between content had as an objective one thing: give as much context as possible to the fans. They could get familiar by seeing things from different perspectives. We shoot during the day, edit during the night and post the next day 70 pieces of content in real time including 3 videos.

The three videos reached 11M organic views but thanks to its ‘virality’ (218,000 shares and a total of 1.1M interactions) we managed to reach another 19M users. The final awareness of the video was 30M people of whom 40% watched the video.

The trilogy had more than 13.5M organic views and 1.1M interactions on the different platforms. Instagram stood out with a number of 540 thousand views on 41 Instagram stories. We also gained $2.5M (Mexican Pesos) worth of earned media.

During the Mexico vs. Russia game, #ChavaEsElAmuleto became a national trending topic. This came as a coincidence since every time Chava did a Instagram live stream, Mexico would score.