First thing we did was to create www.riverplatebarcelona.com. The idea was to establish a meeting point for people to communicate and relate with the Fan Club and vice versa. We created a very surprising site: Each tab shouts at you. Visitors could even measure the strength of their shouts through a shout-o-meter, using their mics.

The second step was to create a campaign of viral videos in order to generate traffic to the web. The campaign was an astounding success, and was eventually broadcasted in more than 25 TV stations all over the world. To wrap up the campaign, we decided to carry on a one-of-a-kind event. Taking advantage of a 'friendly match' between Argentina and Catalonia, we set up a stand in Camp Nou to encourage people to 'shout to support the River' and we encapsulated each shout in a small plastic bottle. The idea was to bring all 'bottled shouts' from Barcelona to River Plate's stadium in Buenos Aires. We created a short documentary film following the 'bottled shouts' trip, therefore inventing a whole new way of communicating with people.

The idea snowballed slowly but steadily, growing and exceeding any expectations. The campaign was a media success.River Plate’s branch in Barcelona became hot in the scene of international soccer. The campaign appeared in hundreds of communications media all over the world. Barcelona’s River Plate branch website got more than 10,000 visits daily. The world finally knows that we exist.