We created the mini website that included 10 highlights of the Chilean team during the playoff matches and we invited fans to tell us their own stories related to these highlights.Each week we chose the best story, which became a spot featuring the same contestant in the leading role. The spot was shown in the website and also during prime time of the channel that had the rights to air the matches.

56% spontaneously recognized CERVEZA CRISTAL as THE BRAND that was sponsoring Chilean soccer. (source: Adimark).CRISTAL is one of the brands that most increases its recall in relation to the Chilean team, increasing from 65% to 85% (source: Adimark).CERVEZA CRISTAL managed to have more than 170 soccer fans tell their stories loaded with passion and emotion and took these stories to open TV, thus achieving the perfect fusion of the massive world, namely the on line world and the social networks.