Since 2017, Powerade has a very precise communication strategy through which it seeks to interact with the amateur athlete at the precise time, place and during the appropriate context – what they call: “sweat points”.

Through Twitter, and before the final of the Copa Libertadores de America, the brand encouraged soccer fans to share their encouragement messages to players from Club Lanús of Argentina.

The campaign was the result of a proactive initiative from the soccer club’s community manager who wrote on Twitter a cry of support to the team that went viral among all fans during the celebrations for getting to the final.

Therefore, the brand sought to appropriate all conversations related to the Soccer Club to increase the users affinity and take advantage of the platform’s potential during such context.

@PoweradeAr used the hashtag #IdiomaGranate to generate conversations around the Copa Libertadores final, capitalizing the connection between Twitter and TV.

Through Promoted Tweets and Conversational Cards, Powerade invited users to write cheer up the team players in code format including the hashtag #IdiomaGranate. The brand will then decipher immediately these codes and transform them into a concrete and energized message of encouragement to the players.