Context

After missing the last world cup, colombia’s national team faced declining fan support. With the 2026 world cup qualifiers and copa américa approaching in 2024, cerveza aguila—colombia’s most iconic beer and the team’s main sponsor since 1980—needed an innovative strategy to reignite fans’ passion and reconnect them with the team, standing out from traditional sponsorship campaigns. But, the gambling sector grew 123% in the last 3 years in colombia, especially with the sponsor of different football assets including the national team.

Idea

We transformed the traditional commerce experience of collecting caps into an interactive game by launching the anthem lottery: the first virtual lottery, played using the colombian national team’s lineup during the national anthem. Each cap represented one ballot, if you buy one beer you get one number. During 19 matches at fifa 2026 world cup qualifiers, copa america 2024,  and other games, people could play in the anthem lottery submitting their predictions at www.cervezaaguila.com/aguilamillonaria.