The tweet had an organic reach only. Twitter was the only channel, and it was the main platform in which the global audience was talking.

77,486 RTs, 30,402 Favs and an estimated reach of 45.5 million users in 5 days. This is 13,7 times the population of Uruguay, and larger than the audience of the World Cup in the top 4 markets in Latin America (Mexico, Argentina, Colombia and Brazil sum 41 millions).

All this buzz was 100% organic, and mostly positive about how the brand captured the opportunity and became one of the best reactions worldwide.

The ROI in social media is estimated in USD 1.573.778, not considering digital press and offline media such as CNN, NYTimes, Buzzfeed, regional TV, among others.