We took advantage of the partnership between Eldorado Radio and ESPN during soccer match airings. During the match the screen on the stereo showed messages to the listeners, such as opinions on what was happening at the game. Messages such as:“IS THAT REF BLIND?”, “WHO’S THAT WINGER? HE’S GOT TWO LEFT FEET”, “NO WAY THAT WAS PENALTY”, or “TAKE THAT MIDFIELDER OUT AND PUT IN A STRIKER”.These and other messages would be shown according to how the match was developing. In the end the concept would be displayed:"YOU CAN CHECK OUT THOSE POINTS OF VIEW AND MUCH MORE ON ESPN SPORTSCENTER AT 11 PM".

Actually, the investment was free, zero, as Eldorado Radio had all the techonology to do so. We just sent the messages and the narrator would display some of them according to the match. Very different from the results. The audience was increased considerably, with 600,000 more people watching ESPN Sportscentre after the games.