The campaign kicked off with the launch ad for the T90 Tracer Doma - the official game ball of the Copa America.
Fans were given the option to come up with their own headlines in support of their national team. The lines that got the most likes were then imprinted on the game balls for the following match.
An interactive map of South America responded directly to user input. The more fans a country had, the bigger it became on the map - redrawing national boundaries and representing the passion of each nation's fans.
A library of images was provided online, to give fans the opportunity to make and print their own posters using our key artwork, and images of their favorite players.
After Barrio Uruguay emerged victorious, fans were able to make posters commemorating the win.
A downloadable stencil was made available through the site, allowing fans to customize their own t-shirts. This was an unprecedented move for an apparel company. 
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