Football is a religion in South America, with brands constantly thinking of clever ways to connect with fans through the love of the game. We found that 92% of Latin American surnames share one letter with our brand. This shared similarity gave us our way in to further connect with fans during the annual COPA Libertadores tournament.

We rewarded fans with 1 free Red Stripe beer during the match in the stadium if their surname shared one of the same letters as our brand. Once the match started, we handed the crowd massive poster tarps they unraveled across the stadium that showed our messaging, with geofencing on our socials. Fans then headed to the stadium bar after they saw our messages, showed their ID to qualify, and we gave them 1 free beer to enjoy while watching the match.