Gol is one of the sponsors of Brazil's National Soccer Team. But there are more than 10 other brands sharing the spotlight. Besides, players also have their personal sponsors.

So this is a very competitive place for a brand to be.

In this scenario, we were required to do something in the final match of Copa America when Brazil was facing Peru at the legendary Maracanã Stadium that could make the brand stand out in the crowd. Our main objective was to lead conversations on social networks and gain coverage on sports media.

Every sponsor brand of sports events gives tickets for fans.

We used this as a starting point that could draw the public's attention by doing the exactly the opposite: taking them away.

And for it, we counted on some of the most iconic soccer fans behavior: making fun with the rivals.

With the help of one of the most popular comedians in Brazil, we created a stunt at the arena surroundings a few hours before the match: a flash promotion in which the rivals could trade their tickets for a trip to some of the most paradisaic destinations in Brazil.

The stunt was broadcasted live on Gol’s social Network.

Right before the start of the match we used those tickets to invite some Brazilian fans that have never had the chance to enter a soccer field.

The insight was to draw attention and generate talkability by taking advantage of one of the most iconic soccer fans behavior: making fun with the rivals.

Our key message was: Gol is more than a Brazilian National Team Sponsor. It is a real Brazilian fan.

The idea was designed to take advantage of Gol’s sponsorship, so our target audience were soccer fans all around the country.

To amplify our message and also add the humorous tone to the stunt, we invited Rafael Portugal, a very famous comedian in Brazil with more than 4.6MM followers on social media to host it.

To draw the public’s attention to the stunt, as it was happening, we broadcasted lots of content on real time: live content, stories, post, etc.

We created a stunt at Maracanã's surroundings: a flash promotion in which Peruvians fans could trade their tickets to a trip to some of Brazil most paradisiac destinations.

To amplify our message and also add the humorous tone to the stunt, we invited Rafael Portugal, a very famous comedian in Brazil with more than 4.6MM followers on social media to host it.

- The game took place at 17 hours. All the action took place from 10 am on the day of the game. The material was being edited in real time and posted on the networks, which generated instant interest.

- ON the outskirts of the maracana.

-Only 5 fans agreed to exchange tickets. But this was enough for us to start a conversation that took over millions of soccer fans in Brazil.

+ 450.000 views in two hours during the stunt

+2.1 MM people impacted in the match's day

Records of Views and interactions on the brands social channels