In 1969, 50 years ago, King Pelé scored his thousandth goal wearing Puma boots. But young ones didn't see him playing and nowadays they idolize different influencers. To celebrate this historical moment and change that, Puma decided to pay tribute with another thousand goals. This time, on a different field: online. We invited people to pay tribute by scoring one thousand goals again in just one day with Pelé’s avatar on video games and sharing it online with the hashtag #eKingPele. As a result, we managed to make Puma brand gain huge visibility on that day on the internet.

We invited everyone to help us score 1000 goals with Pelé’s avatar on video game in a single day, exactly 50 years after Pelé scored his 1000th goal in the fields. All they had to do was score a goal with the King’s avatar and post it online with the hashtag #eKingPelé.

We used videos and posts on our sponsored players social media and Pelé’s social media to invite everyone to help us score 1000 goals with Pelé’s avatar on video games in a single day, exactly 50 years after Pelé scored his 1000th goal in the fields. All they had to do was score a goal with the King’s avatar and post it online with the hashtag #eKingPelé. We also had posters in schools and football fields.

One day before the launch we called professional e-game players to show everybody how they could join the tribute of scoring a thousand goals with Pelé’s avatar. After that, we used videos and posts on our sponsored players social media and Pelé’s social media to invite everyone to help us score 1000 goals with Pelé’s avatar on video game in a single day. We also used our PR to explain how people could score their goal to e-games and sports websites.

Everyone joined the tribute. In only 6 hours, we already had more than 1000 goals shared online. The tribute has been commented on several television programs and websites. In just one day we reached 1 million of earned media and 136 millions of impressions.