Ahead of the 2014 FIFA World Cup in Brazil, Yahoo! came to Pitch with a challenge: make our channel a leading destination for football fans during the World Cup.
With no official affiliation to the tournament, Yahoo! required a creative campaign to cut through a cluttered brand environment, in order to gain consumer interest and drive traffic through its channels.
Yahoo! needed to offer football fans something extra. Something they couldn’t get anywhere else.
Yahoo! needed something special.
Working in partnership with Yahoo! we created ‘#Special1s’ – a partnership with the world’s greatest football manager, Jose Mourinho, to create exclusive Yahoo! content during the tournament.
At the heart of the programme was a social media campaign, searching the world for the next ‘#Special1s’ – unheralded footballers with rare skills and talents, yet to make it big – to form a team to travel to Brazil and compete on behalf of Yahoo!.
Using both social and traditional media we brought the campaign to life, increasing frequency and reach with each content piece we released.
In support of the campaign we generated over 3,400 pieces of coverage, using Jose Mourinho and the supporting content to drive over 2 billion people to the Yahoo! portal during the tournament.
A 100% increase on the previous World Cup (2010) was recorded, with the increase of traffic
dramatically inflating the ad sales value of the site, making it one of the most successful campaigns in Yahoo! history.