SHARING FANS

Medals Won

• 🥉 BRONZE – Publishing, Entertainment, Media & Sports

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Campaign Overview

Colombia is one of the world’s strongest Paralympic nations, yet its athletes remain largely invisible due to the country’s overwhelming media focus on football. Despite winning more medals than the national Olympic team, Paralympians receive virtually no broadcast coverage, making it nearly impossible to build fan bases, attract sponsors, or secure long-term support.

As the official sponsor of Colombia’s Paralympic Team, Pony Malta set out to solve this visibility crisis by intervening where national attention is at its peak: live football broadcasts. Through a groundbreaking AI-powered experience, the campaign turned football fandom into a discovery engine for Paralympic heroes—transforming passive viewers into unexpected supporters and rewriting who gets seen in Colombian sports culture.

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Creative Concept

· A Cultural Truth Turned on Its Head: The idea began with a simple reality—football has too many fans and the Paralympics have none—so the campaign set out to share Colombia’s sporting attention rather than compete for it.

· AI-Powered Reveal Through Football: During national football broadcasts, viewers scanned players live on their TV screens believing they were unlocking Pony Malta discounts. They did—but only after being surprised with powerful Paralympic medal-winning moments, delivered as emotional highlight reels.

· From Pity to Pride: By contrasting packed stadium football culture with record-breaking Paralympic performances, the experience reframed Paralympians as elite national heroes. Discounts became discovery, promotions became purpose, and mainstream idols became doorways to inspiring new ones.

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Execution Strategy

Hijacking Colombia’s Most-Watched Live Moments: The campaign intercepted World Cup qualifiers and the U-20 Women’s World Cup, using AI to seamlessly redirect football viewers into mobile-optimized Paralympic highlight content in real time.

Participation Engine Disguised as Rewards: The scanning mechanic was framed as a discount unlock, ensuring mass adoption and delivering an emotional reveal when audiences unexpectedly encountered Paralympic medal moments instead of traditional promotions.

Cultural Amplification Without a Media Buy: Social platforms drove rapid discovery, while earned media accelerated nationwide conversation—turning the activation into a cultural intervention executed inside Colombia’s most sacred broadcast space.

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Impact and Results

· 65,000+ AI scans during matches, demonstrating high real-time participation and mass viewer engagement across live broadcasts.

· 2+ minutes average viewing time per user, evidencing strong content retention and meaningful interaction with Paralympic highlight reels.

· 424,394 organic Instagram views (+430% vs. target), confirming exceptional platform performance and far surpassing projected reach.

· 575,789 organic TikTok views (+1,051% vs. target), highlighting explosive short-form discovery and youth-driven amplification.

· 280% increase in Paralympic digital traffic, proving the campaign successfully redirected national attention toward Paralympic athletes.

· Coverage across 30+ national media outlets, signaling widespread editorial pickup and strong cultural relevance.

· Earned media value reaching 8× the original investment, validating the campaign’s efficiency and impact without heavy paid support.

· Zero paid television spend, underscoring the strategy’s disruptive power inside Colombia’s most-watched broadcast moments.

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Why It Worked

Sharing Fans didn’t ask football fans to care—it made caring unavoidable. By embedding Paralympic visibility directly into Colombia’s most emotionally charged broadcast environment, the campaign bypassed indifference and created instant relevance. The use of AI wasn’t decorative—it was the bridge between two disconnected worlds.

Instead of building awareness from scratch, the campaign rerouted existing passion. It respected fandom psychology, rewarded participation, and reframed national pride without moral lectures. By using entertainment as infrastructure for inclusion, Sharing Fans didn’t just generate visibility—it created a new audience where none existed before.