MasterCard is a brand that for many years has been associated with football, one of the most entertaining sports in the world.

The brand decided to transform a classic but generally boring event like the Trophy Tour into something meaningful for people, and provide it with an emotional content that is conceptual only when it’s a question of trophies: “If you can lift it, you’re a champion!”

This received enormous impact in the press and other media in every town or city visited. The event was published in all graphic, radio, television and digital media in each of the countries involved.

Associating the brand with this big event gave it an enormous return. Priceless Surprises is the platform and what was fantastic about it all was the surprise created. Travelling around 10 countries in one continent and making each one of them feel they could be a champion is a privilege that few brands can claim.

But we worked the other way round: we were the ones who went after people to take the experience to them. We weren’t expecting such a response but went out to put the proposal to people. There was automatic acceptance. It’s not very common for a brand to put the Copa América into your hands as if it were an advertising leaflet. It came as a shock for everyone involved, but was very well received.

The success was automatic and very satisfactory for both parties. Not only because of the number of people who shared their photos on social networks, but also because the impact was great the event was certified by Guinness World Records.

Hands that touched the Cup: 1.2 m

Merchandising sales: 10,245 products.

People reached: Social media 1.15 m Facebook,

Earned media: approx. USD 500,000 in each country.

Earned partners: more than USD 120,000 in each country.