Turning a historic sporting moment into co-creation content to engage the audience
Palmeiras, the greatest champion in Brazilian Football, was going to play in the Fifa Club World Cup ™ for the third time in its history. But the 12 million fans had to face an inglorious fact: the club had never scored in the tournament. Not a single goal.
Band Network, FIFA Official Broadcaster in Brazil, was so certain this unprecedented goal would finally happen that it invited fans to send in their own shouts of “goal!”. The campaign took over TV, radio, social networks and even the tournament coverage in Abu Dhabi.
The fans sent in 20147 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.