The idea was to use ‘La Bombonera’ as the stage to develop the most realistic video game of all time. That video game enables you to live the sporting event that every human being has to see before he or she dies, according to ‘The Guardian’ from U.K.,: ‘El Superclásico’ Boca vs. River.

We developed a football video game where we have mapped the football players and the ball that the players control on the field of the actual football stadium (La Bombonera).

The execution mainly consisted in moving the sofa and the screen, 2 elements of home gaming, to an actual football stadium. To do this we invited the two most famous gamers in the country to ‘La Bombonera’ to live the best gaming experience of their lives.

Using special software we could generate a three-dimensional effect that allowed, from the user´s perspective, and create identical experience as the one he lives when playing at home.

On the football field, we set up 40 projectors to map 100% of the field and stands, to use as a screen. The projectors were placed in 10 different strategic points to encompass the stadium.

The whole experience was broadcasted live through the Facebook and Twitter brand channels. Then, we shared a video recap with the experience in Lay´s MAXX YouTube channel. To top it off famous football players shared that video in their personal accounts.

. More than 4.5 MM compete views of the campaign in less than a month.

. One of the 10 most seen video in YouTube during the month of the campaign and the month after (Jan and Feb 2016).

. Lay´s Maxx sales surpass brand objective in a 30%.