This campaign is appropriate for Promo & Activation because we developed it during the World Cup to give away 2 tickets for the match Mexico vs Brazil, for that, we created a character that will help us connect to consumers. This character was a US citizen (gringo) named John Smith, who indeed didn´t like football but wanted to give away the tickets that he won, he created a twitter account where he asked the Mexican fans a proof of fanatism so he could decide who will win the tickets.

We generated a social media big bang, achieving a billion of impressions of the #ABrasilconJohnyVisa and John Smith became a powerful influencer during the World Cup.

The objective was surpassed by 500% with a very small investment in media.

Because this was a social promotion/activation campaign there were no business or sales KPI´s included only social:

Shared impressions 1 billion

Source: Sysomos