Copa America 2024
With Messi and the Copa America here in the US – it was time to celebrate our nation’s Hispanic community. Starting with Hispanic small business owners. So we sent Mastercard’s longtime brand ambassador, Messi, to spread gratitude. Or try to, anyways. Problem was, small business owners wouldn’t let Messi pay.
The spot got over 54 million plays, 16 million replays and 6,080 comments.
That was just the kickoff.
We didn’t just talk about generosity – we walked the walk. In a LIVE televised stunt that gave two small business owners the surprise of a lifetime. By subbing in for two restaurant owners and running their restaurant for a day – so they could go see their home country play. The subs? Ted Lasso star, Cristo Fernandez, and Mexican soccer legend, Hector Herrera.
As a result, we earned 60+ stories on Us Hispanic media. $2.4 million in earned value. 5X higher than average engagement on social.
Our social continued the story before, during and after the game.