Real articles published in sports website would receive images from the game daily, instead of real photos. The action happened in 3 out of 5 main sports websites in Brazil. When clicking the article, the user received our message. And, of course, he could read the article.

The first results were seen soon on the websites where it happened, we registered more than 6,000 comments on the articles. Besides, many people shared the idea in Brazil and, to our surprise, in the world. When compared to the launch of FIFA 13, we had an increase of 42% in sales. And the best of all results: all stock sold in only 2 months.