Based on this background, we continued with our concept for El Gordo, the Xmas National Lottery: There’s no bigger price than sharing, but this year we decided to tell the story of someone who didn´t win the lottery.

On TV, Carmina, a retired small town teacher thinks she´s won the big prize, and her loved ones aren´t capable of telling her the truth. In fact, they plot to keep her happy. With this in mind, in digital we did what anybody in that situation would: open a group chat in Facebook Messenger, to organize everything and everyone.

We offered visitors the chance to join a group with the characters and help them along the way. Through this experience, users could find out how the fisherman brought the seafood for the party, help them get a TV crew, or even call the butchers to order chorizo.

Users could discover up to eight stories that complimented the main one just by turning the mobile sideways while watching the spot.

They were also able to play a part in the story and help Carmina's son organize everything so Carmina wouldn’t find out the truth. We did this creating a daily live conversation in FB Messenger, where the characters of the film asked users to help them keep the magic alive.

For example, they were asked to convince the bartender to open a champagne bottle, to buy some time so that they could warn the lottery sales man, to help find a camera to pretend that TV journalist had come to cover the event, or even call the butcher to order meat for the feast. With more than 20 real actors, we gave each user a unique and personalized experience!

In 24 hours over 3 million people watched the story, and over 680000 unique users enjoyed the experience. It was the 4th most watched video of the year in Spain, and it was also global trending topic.

We ´ve reached € 5,5 million in earned media and 3,5 billion impressions. But what was really amazing was that sales increased for the 3rd consecutive year (+3,45%) going to 2.672.920.400€ wich means 57,41€ per Spaniard (133.646.020 tickets).