The 2022 Qatar World Cup saw players receive a whopping 225 yellow cards. That’s a lot of heated moments. And when there’s heat, there’s an opportunity for Sprite to cool things down. But without an official FIFA sponsorship deal, how could Sprite compete?

We worked with MIGU - China’s biggest live streaming sports platform - and bought the smallest media space we could think of: the yellow card. Throughout the World Cup, whenever a yellow card was issued, our live in-game triggers pushed alerts across multiple platforms, connected devices and digital outdoor in real-time for a total of 7.8bn impressions. Fans then instantly exchanged the yellow cards for a total of 225,000 free ice-cold Sprites.

Totally worth the thousand or so lines I wrote for this.