Gol Airlines is an official sponsor of the Brazilian national team.

One of 27.

But they didn’t have an ad budget as big as most of the rest.

Our briefing was to activate that sponsorship during the 2022 World Cup.

The objective was to associate our brand with the Brazilian national team, reinforcing our identification with Brazilians.

Every cry of “goal” is an ad for Gol Airlines.

We just had to let people know that.

So we offered coupons for discounts on airfare for everyone who tweeted “GOL” "GOAL" during Brazil’s matches using the hashtag #airlines

That way, each and every Brazilian became a potential ambassador for our brand.

Our initiative took place on Twitter, and our target were football-loving Brazilians.

In other words: 99% of Brazilians.

First, we put out ads on Twitter explaining how the project would work: if you posted your “GOL” to celebrate a goal during a Brazil match, you’d instantly get a discount on airfare, by way of thanks for the ad for Gol Airlines.

During the matches, we set up a bot to recognize the hashtag and automatically send the coupons to people who participated. People often react to matches on Twitter, and the platform made that real-time interaction possible.

The initiative took place during Brazil’s last 4 matches in the 2022 World Cup.

Beforehand, we took out ads on Twitter explaining how the project would work: if you posted your “GOL” to celebrate a goal during a Brazil match, you’d instantly get a discount on airfare, by way of thanks for the ad for Gol Airlines. During the matches, we set up a bot to recognize the hashtag and automatically send the coupons to people who participated.

Millions in ticket sales during the Brazilian national team’s matches

Twitter Trending Topics during Brazil matches.

69.4% increase in ticket searches on GOL's website

52% increase in ticket sales on game days