Café Martínez
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Argentina, Juega Martínez: every mention, a coupon
Café Martínez wanted traction for its franchises, new app users and visibility for new products. Without a sponsor budget, we claimed a fact only they could own: Argentina is the only national team in the world with three starters named Martínez.
Mass consumer · retail
AI activation
2026
Context
The brief
Café Martínez wanted to use the World Cup to drive franchise traction, add app users and promote new products.
Challenge
The constraint
A low budget, and they were not a sponsor. The opening for the brand was not in broadcast rights: it was a fact only Café Martínez could own. Argentina is the only national team in the world with three starters surnamed Martínez.
deliverables
What we built
Mechanic
Argentina, Juega Martínez
Every time the surname is said on an official broadcast, a discount coupon is released.
AI
Live detection
We built an AI that analyzes matches in real time and detects when the commentator says Martínez.
Coupon
Discount released
Each detection releases a discount coupon.
Redeem
Store and online shop
The coupon is redeemed in-store or on the online shop.
outcome
We turned every commentator mention into an opportunity for the brand. Conversation on social media took off, and Café Martínez became one of the most mentioned brands of the World Cup without being a sponsor.
process
How we did it
The insight
Argentina is the only national team in the world with three starters surnamed Martínez. That is how Argentina, Juega Martínez was born.
The mechanic
Every time the surname is said on an official broadcast, a discount coupon is released.
Real-time AI
The AI analyzes the match and detects when the commentator says Martínez.
Redemption
The coupon is redeemed in-store or on the online shop.
23,137
Coupons unlocked
192,050
Products sold
11,900
New app users
152%
ROI
The value
- Franchise, app and new-product traction on a low budget
- Every commentator mention turned into a redeemable coupon
- One of the most mentioned brands of the World Cup without being a sponsor
