Banco Santander

The Results

Website visitors
5.16 million
Number of players
1.2 million from 22 countries
Hours soent on trivia site
324,000
Brand Association
Banco Santander ranked 3rd in Latin America for brands most associated with football

The Brief

During the annual Copa Libertadores football tournament, Banco Santander, one of the largest banks in Latin America, wanted a way to reach the passionate group of Latin American football fans and engage them during the competition. The bank hoped to maintain its status as the “football” bank in major Latin American markets.

The Solution

Knowing that football fans are the most passionate in the world, Banco Santander sought to tap into the competitive spirit of the sport. Working with Guinness World Records, a new record category for the ‘Largest sports trivia competition’ was created, inviting over a million fans to play and attempt to be the "Latin American football mastermind." The campaign lasted six months with a strong online marketing presence through email and social media channels, as well as TV advertisements and a final challenge broadcast live for 30 minutes on Fox Sports Latin America and repeated several times afterwards.

""Thanks to Guinness World Records, the competition received worldwide recognition and participation, which further motivates over 180,000 of our employees across the globe, in all markets to feel proud to represent the company". "

— Ricardo Gomeza Barandiarán - Intl. Corporate & Sponsorship Media Investment Responsible, Banco Santander