Nike, The Chance, Havas Media Mexico
Nike’s global tournament – The Chance – helps make the dreams of young talent come true with the chance to play professional football. To register, teams go online to enter and have to generate as much digital noise as possible (posts-shares-likes-comments with an equivalent in points). However, Mexico’s internet penetration rate is 36.9%, while markets like the UK or Germany are in the mid-80%. The 15 teams that created the most online buzz went on to play in front of legendary coach Pep Guardiola. Mexico grabbed the 2nd place worldwide with 5,069 participating teams as Facebook fans increased 46%.