Band Network had purchased the exclusive rights to broadcast the FIFA Club World Cup - a high investment for an underdog network. So they asked us to come up with an idea that could engage the audience and generate conversation with football fans to promote the tournament broadcast.

The insight came from the fact that Palmeiras, the only Brazilian club in the FIFA Club World Cup™, had never scored in the history of the tournament. We believed this deadlock would be finally broken this year, and invited fans to send in their own shouts of "goal!" – thousands of files were mixed and added to the live broadcast, turning a historic sporting moment into co-creation content that engaged the audience.

The campaign aired on TV spots, radio shows, social posts, sports programs, and even on the tournament coverage in Abu Dhabi, inviting the fans to send in their own shouts of "goal!", and to take part in this historic sporting moment. A strategy that put the fans at the center of the conversation before, during, and after the broadcast.

The campaign aired from February 1 to February 10, putting fans at the center of the conversation before, during and after the match.

The fans sent in more than twenty thousand audio messages, and the files were mixed into a seamless shout of "goal!" that touched the hearts of the whole country during the live broadcast.

The campaign reached more than 30 million people on social networks, with more than 150 thousand interactions – including the scoring player himself. The historic goal was heard by 36 million Brazilians live and Band’s ratings during the game were four times higher than any other TV network, reaching its greatest audience in the 21st century.

By adding the fans’ shouts to the live broadcast, Band Network turned the most important moment in a football match into co-creation content to engage the audience.