In its second-ever World Cup sponsorship, Visa has leveraged its FIFA partnership in over 90 countries this year, and with close to 800 major financial institutions. And Visa already is lined up for the next two World Cups. Visa Samba of Brazil, credit AKQA For this World Cup, Visa leveraged “a lot more digital content” than ever before, and the objective was to make every piece of communication sharable. One such property was its “Samba of the World”. Thirty-two filmmakers from around the world were given a song that they could adapt, a $25,000 pre-paid Visa card to cover expenses, and asked to create individual films from each of their countries sharing their nations’ love for their teams. In Brazil alone, there were over two million shared views of that country’s production. This formed the centerpiece for Visa’s World Cup website which was created by AKQA and Skunk. Another feature on the site was a http://www.fifa16coinbuy.com clever interactive tool, the Visa Teletransporter, that encourages page viewers to teleport themselves into scenes from football matches, or related activities, using their webcam or photo library. Apparently, footballer Robin Van Persie’s now famous goal in the Netherlands’ first match of the event against Spain is a popular choice. Robin Van Persie goal Teletransporter with author, courtesy of Visa To power a digital emphasis, “working at the speed of culture” as Lucio called it, Visa created a war room environment in multiple places Sao Paolo, New York and at Visa’s headquarters in San Francisco. Staffing each location with a blend of Visa and agency personnel, with lead strategic agency BBDO, the teams have been connected on a 24 7 basis testing content, putting it in market, reviewing and re-evaluating, which has created a new way of working for the brand, and one that will be replicated for future global programs. One of Visa’s World Cup War Rooms, credit Visa On the ground in Brazil, Visa hosted 6,000 consumers from around the world who won promotions to be there. These winners were able to attend the matches, as well as visit the pitch pre-game and visit the dressing rooms. The brand has run a revolving door of winners for two-day trips over the 30 days of the tournament. Another way Visa set out to prove that the World Cup is where all of us want to be was with its “United in Rivalry” spot demonstrating that even Nobel Peace Laureates can’t contain their passion for their teams. A diversion from traditional World Cup advertising focused on sports celebrities, the piece takes an unexpected twist featuring folks like Bob Geldof (2006 Nobel nominee), David Trimble (1986 winner from Northern Ireland), Lech Walesa (Poland, 1983) and Leymah Gbowee (Liberia, 2011).