TyC Sports is a multi-platform broadcaster with more than 25years of experience dedicated to sports, athletes and particularly soccer.

Its most direct competitors have historically been ESPN and Fox Sports, but with a more international look&feel, content and treatment of information.

Its competitive advantage has always been to live and communicate sports as only Argentinian people do.

So for the 35th anniversary of the most important goal in Argentinian history, we had two main objectives:

>To create an homage that best represented the Argentinian feeling for the goal of the century so that fans would echo the tribute.

>To continue making memorable advertising for Argentinians and bring about positive conversations around the brand.

What no one could predict is for the author of this iconic goal to pass away in the middle of the campaign’s production, adding even more value and sentiment to his testimony and memory for Argentinians.

The goal of the century was so memorable that almost everyone who was alive at the time can pinpoint where they were and what they were doing when it happened.

We set out to find those testimonies, including Maradona’s himself.

The main goal was to get Argentinians to feel the thrill once felt by reminiscing on their own stories at the time of Diego’s goal.

This tribute had to count with all its protagonists: spectators who experienced the match on TV, also those who were lucky enough to see it from the Aztec Stadium’s stands, from the touch line, from within the field itself wearing Argentina’s jersey and, why not, England’s. But above all, one character was essential: Diego Armando Maradona.

If you were already born in 1986, you surely remember where you were on June 22 of that year at 4:09p.m.

Beyond fandom, or indifference, for soccer, that match for the quarterfinals of the World Cup in Mexico 86 – and more specifically that unforgettable second goal by Diego – marked several generations of Argentines who had been badly beaten after a military dictatorship and a heavy defeat in the Falklands war.

It was thus, that in the midst of a context of crisis in the country, the Goal of the Century managed to uplift and help an entire people stand against a rival that had immensely impacted its society.

“Where were you the day Diego scored against England?” is the question that worked as a trigger for our tribute and that allowed us to connect with all spectators, getting them involved and reliving that historical moment.

The production of the project started in the months prior to the pandemic, capturing the testimony of each protagonist explaining where they were at that particular moment in soccer history and how they had experienced it themselves.

Once the TV spot was produced, there was no investment in media.

The commercial was presented on the day of the anniversary on the broadcaster’s programming at the exact time of the goal. Only after that, it was shown on social networks and on the TV channel's advertising slot.

From that moment on, the piece continued its journey on its own. Many celebrities, journalists and national and international media (including the competition) immediately picked up TyC Sport’s tribute, uploading it to their own platforms, programming and social networks. That obviously gave us the push that was key to make the piece go viral organically throughout the world in just one week.

>The spot became the most shared video in 2021 on our YouTube, Facebook and Twitter accounts.

>It became viral organically (national and international media) and was seen in 53 countries from 5 continents.

>It was the post with more impressions, views and interactions in 2021 on the brand’s Twitter.

>+99% positive reactions on the brand’s social networks.

>The show with the highest rating from competitor’s (ESPN’s F90) allocated air time to applaud our tribute.

>The theme ‘Where were you the day of Diego’s goal?’ triggered content and conversation in different TV and radio shows.

But beyond these metrics, without a doubt the main driver of its viralization was WhatsApp. Despite not having official metrics, the spot was a clear example of a case with spontaneous viralization. Countless groups of different age ranges were senders and receivers at the same time, generating an enormous reach that is very difficult to quantify.