For the launch of ‘PES 2013’ in Spain, Konami asked us to take on the challenge of turning their 9 million PES online players in the world, into ambassadors for the videogame.

We had to demonstrate the realism of this football simulator, so we turned the product itself into a medium by converting, for the first time in History, a videogame fan into the protagonist of their favourite game, becoming one of the virtual football stars in it.

As a result, more than 9 million users worldwide interact with our campaign everyday, playing with Edu, the winner, in their teams.

First thing to do was to find the best football and videogames player in Spain. We call to players with the hashtag #enterthegame, and Cristiano Ronaldo and Real Madrid twitter drove people to the microsite enterthegame.com.

1,800 real/virtual footballer players wanted to test their abilities and demonstrate their skills playing on the virtual and real football in 12 exciting challenges. Edu Morillo was chosen as the top player in the tournament. We took Edu to Konami-Japan where engineers captured Edu’s movements: running, shooting and celebrating goals.

The developers created an avatar identical to Edu and another star of ‘PES 2013’ was born. Cuatro-TV, travelled with us and filmed the story, which was news in Spain and LATAM main TVs, radios, blogs and specialized magazines.

Once the game was launched, Edu’s player prompted in forums as part of the dream team player and his best goals are shown on YouTube.

- 20,046,068 impacts were generated.

- 118 news items about PES and the new player were generated in online media, on television and radio.

- Free PR value +495,000€.

- www.enterthegame.es, 85,000 visitors, 1,893 registrations to the ‘Enter The Game’ event.

- 2,500,000 Game Demos were seen.

- +19,000,000 impacts on Facebook and Tuenti: 9,356 likes, 549 comments and 586 shares on Facebook.

- Edu’s 3d avatar trip generated Youtube’s 15,578 views.