We partnered with the Colombian Football Federation to launch the Anthem Lottery, mixing Colombians' love for betting with the least-watched moment of matches—the anthems. Fans were invited to watch Colombia's matches and predict the players' random lineup before the game. If you guessed the right orders you had the chance to win a staggering prize, an impressive 1 billion pesos worth of beer and become the countrie´s first “beer-llionaire”. The jackpot increased game after game if no one guessed the lineup. Our media ecosystem directed people to our website to place bets, offering the first one free and additional betting opportunities through promo codes from TaDa purchases.