In Uruguay, Branded Content is nearly starting. There are very few cases in a year. As Uruguayan Content Industry is very small, the opportunities to develop Branded Contents are not much.

Soccer is one of the most important entertainments and is probably the best opprotunity to develop this kind of advertising work.

After a very bad qualifying round, Uruguay ended the South America Qualifiers in the 5th place. It was a dissapointing performance for the America´s Cup Champion and the 4th Team in South Africa 2010. As a last opportunity to take part of Brazil World Cup, we played a final elimination round against Jordania.

To motivate fans and players, Uruguayan Football Association (AUF) decided to do something different. As the most important historical victory for the National Team occurred in Brazil´s 1950´s World Cup, AUF decided to bring part of that history to the present.

The Silent Goal was a live event, set in the Centenario Stadium, previous to the last uruguayan match in World Cup Quilifiers. More than 50,000 people participated of the idea, and almost everyone in Uruguay saw it live through TV Channels. The Silent Goal was broadcasted nationally on TV previous to the match and the most importants News Programs covered the Goal Shout live in all the National Channels.

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The idea was a tremendous success. First of all, it generated a lot of free press and expectation, in the people and the players. The moment of the shout was broadcasted live in every uruguayan TV channel, for free. And the radios and newspapers covered every detail of the process.

It was also an international success. The idea travelled around the world, helping to enhace the worldwide recognition of the Uruguayan National Team, the most important "product" of the Uruguayan Football Association.