CARDEÑOSA
TERRA
BACKGROUND
Publicizing the sports news website www.terra.es/deportes and generating traffic during the South Africa World Cup (between June 11th and July 11th 2010)
IDEA
Using Julio Cardeñosa, a former player of the Spanish national team, famous for having missed an extremely easy goal during the Argentina 1978 World Cup. A miss that threw us out of that championship and made him the player with the worst luck in the history of the Spanish national soccer team. He was going to be the protagonist of the exclusive content we would generate for the Terra Sports website. The key to make the dream of every Spaniard come true: winning our very first Soccer World Cup. First we sent him to Brazil, the big favorite, so that he could spread all his bad luck to their fans, their symbols, their stadiums, their coach…everything. We created a website where people could follow his journey and win t-shirts to wear during Brazil’s games. And it worked. Brazil was eliminated in the quarterfinals.But we still had other tough adversaries to face. We then created a Facebook application to send bad luck to other national teams. We also sent Cardeñosa to the most important TV programs to accomplish his mission. And he did: we finally won our first soccer World Cup.
WEBSITE
The trip. On Terra Sports, Cardeñosa’s journey in Brazil could be followed step by step. Cardeñosa’s Brazilian journey spreading his “luck” to the big favourite was shown in 10 different episodes. These viral videos, after being launched on Terra Sports, flew all over the Internet and television gathering more traffic for the site.All the videos ended with the url of terra.es/deportes. This generated traffic to the website and therefore the number of visits started to increase…
MEDIA IMPACT
While he was in Brazil, Cardeñosa sent the media hand-written postcards and his t-shirt, so that they would support him in his mission. The main media in the country reported on Cardeñosa’s adventures, granting us more than 250,000€ worth of free publicity.
RESULTS
4,437,240 visits to the website during the campaign. Traffic to the site increased by 68% (NIELSEN). 230,000 € in free publicity.
And the most important thing: we made more than 46 Million Spaniards happy.
CARDEÑOSA
TERRA
BACKGROUND
Publicizing the sports news website www.terra.es/deportes and generating traffic during the South Africa World Cup (between June 11th and July 11th 2010)
IDEA
Using Julio Cardeñosa, a former player of the Spanish national team, famous for having missed an extremely easy goal during the Argentina 1978 World Cup. A miss that threw us out of that championship and made him the player with the worst luck in the history of the Spanish national soccer team. He was going to be the protagonist of the exclusive content we would generate for the Terra Sports website. The key to make the dream of every Spaniard come true: winning our very first Soccer World Cup. First we sent him to Brazil, the big favorite, so that he could spread all his bad luck to their fans, their symbols, their stadiums, their coach…everything. We created a website where people could follow his journey and win t-shirts to wear during Brazil’s games. And it worked. Brazil was eliminated in the quarterfinals.But we still had other tough adversaries to face. We then created a Facebook application to send bad luck to other national teams. We also sent Cardeñosa to the most important TV programs to accomplish his mission. And he did: we finally won our first soccer World Cup.
WEBSITE
The trip. On Terra Sports, Cardeñosa’s journey in Brazil could be followed step by step. Cardeñosa’s Brazilian journey spreading his “luck” to the big favourite was shown in 10 different episodes. These viral videos, after being launched on Terra Sports, flew all over the Internet and television gathering more traffic for the site.All the videos ended with the url of terra.es/deportes. This generated traffic to the website and therefore the number of visits started to increase…
MEDIA IMPACT
While he was in Brazil, Cardeñosa sent the media hand-written postcards and his t-shirt, so that they would support him in his mission. The main media in the country reported on Cardeñosa’s adventures, granting us more than 250,000€ worth of free publicity.
RESULTS
4,437,240 visits to the website during the campaign. Traffic to the site increased by 68% (NIELSEN). 230,000 € in free publicity.
And the most important thing: we made more than 46 Million Spaniards happy.