Meet multi-millionaire football fan, James III. He has been present in every World Cup since 1930 as La Nacion. James III now wants to share his fortune with the people who share his passion. Due to the fact that he has no heirs, he has decided to do so through an in-paper game with multiple chances to win.

La Nacion increased average daily sales by 13,000 copies during the promotion. This equates a total of 1,200,000 extra copies and 300,000 new data for the Loyalty Club.