The investment was huge for Fox Sports – they spent $400m on TV rights and needed to beat all ratings records to profit.

Incredibly tough when:

1. Soccer interest in the US pales in comparison to Gridiron, Ice-hockey, Baseball and Basketball

2. Americans were statistically the least interested in the World Cup of all fans of competing nations

3. The US team was knocked out of the competition – losing opportunity to leverage nationalism

4. With matches hosted in Russia most were broadcast in the middle of the night in the US

5. Entire promotional budget 1.4% of sporting competitors

The entire campaign was dynamic. Thousands of creative permutations across the seven stages of the campaign were successful in driving people from our panels to TV screens across America. All content leveraged local broadcast times, tailored to ethnicities, traffic, and the right promotional content for every element of the campaign - highlights, count-down, tune-in, superstars, live scores, highlights and live match broadcasts.

Total attention to our content by passers-by was 2.5 billion minutes.