We had to get into Copa America Brazil in order to increase sales and Tuenti’s memorability within young people while avoiding all the “obstacles” that appear when a brand is not an official sponsor. You are not allowed to use the word “cup”, include the official flag and jersey nor mention a player’s nickname. It was hard to stay present for the whole 90 minutes, but as a digital telecommunication company, we knew how to reach thousands of people.

Knowing that the last World Cup was an unprecedented multiscreen sports event. 79% of the fans watched the matches with their phones in their hands while they reacted to the plays, commented and shared content on the spot.

We understood that this time was not any different, especially considering Tuenti’s target: centennials.

We found the way to be part of an international soccer tournament, making fans remember Tuenti during each game’s critical minutes.

We turned the additional time in Argentina’s Copa America games into the dynamic of a real-time promo. When the referee showed how many minutes would be added due to fouls, cards or different situations that would take place in each match, we activated a website that was available for the same period of time. During that period, users had access to the site, where they could find discounts on mobile data plans, phone call minutes, deals and portability.

The online store was active for 1, 2, 5 or even 7 minutes, however many minutes the referee decided to add to the match, but, if the users were not fast enough, the site would shut down and they had to wait until the next discount time to enjoy the offers.

We knew that, during 2018 World Cup Russia, millennials changed the way in which they experience sports events. Matches are not just played on the field and watched on TV anymore. Now, they are also played on phones, which are used to comment on missed goals, livestream reactions, and much more. They are used almost throughout the whole game.

In 2019, the Copa America took place in Brazil and, since Tuenti was not able to sponsor the event, we found a gap where we could play all tournament long. We turned the discount time given by the referees, in a real-time promo dynamic where you could get mobile data plans for an affordable price. Whenever extra minutes were announced, we triggered an add on Facebook, Twitter, Twitch, Instagram and retransmission sites, so users could enter our website before it shut down.

On June 15th 2019, Argentina’s National Football team began the search for a new international title and, as always, thousands of fans were keeping an eye on what was happening. The whole country would freeze whenever a match was being played and everyone followed it through their TVs and smartphones.

To make it into Copa America, we created a digital action in which users, millennials and centennials, could get discounts on mobile data plans, calls, SMS, deals and portability during the final minutes of each half of the games which Argentina was playing. Through dynamic advertisement, we made an impact on users to make them join the experience.

Tuenti’s challenge was to be present in Copa America, close to Argentina National Football Team and the young population, without being an official sponsor. We knew that 79% of the users watch this type of events on multiple platforms at a time. That is why we used the most decisive moments in the game and launched Discount Time, a real-time promo that lasted the same amount of time as the extra time decided by the referee. The promo was available for 47 minutes that were distributed throughout 6 games and, during that time, we registered that mobile data plan activation increased 68%, the request for phone call minutes increased 53%, 428k deals were sold and there were 147k new clients.