La campaña se desarrolló para la Copa Mundial de fútbol en 2014
LAPIZ was nominated at the 20th edition of the Webby Awards in the Content and Marketing in Social Networks category, subcategory Sports for its {#SendBadLuck;www.produ.com/publicidad/videos/index.html?Noti=9386} campaign for Allstate insurance company. The campaign was implemented in different digital screens during the 2014 World Football Cup. Instead of motivating football fans to send their teams good wishes, the marketing effort consisted creating a Twitter character with the @SoyLaMalaSuerte account. They produced 300 videos in real time featuring this character taking credit for the players’ mistakes, thereby fulfilling the fans requests of the opposite team losing. The initiative became viral. During each game thousands of tweets for bad luck were posted. The campaign had a great success in the 2015 circuit festivals and now is competing for an award where users acknowledge the best online marketing initiatives. The Webby Award slogan this year is The internet cant be stopped. Vote for the best of the internet!.
