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Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.

The Challenge

With a limited spend, Sprint Latino wanted to share time with soccer fans—from casual to hardcore—during a busy sports period through a fun game that sparked their inner smack-talker.

La Fubolera's Logo - it shines!
Large Laptop

The Solution

We built a sassy, human-like chatbot personality within Facebook Messenger. She was the first conversational gaming platform in Sprint’s social marketing and she killed it.

The character-driven campaign was inspired by the love we all have for our abuelita. We brought her to life using all the latest toys—3D animation and artificial intelligence.

The Chatbot

A conversational experience with a witty character, La Futbolera.

The Game

La Futbolera was playful and feisty, while educating visitors about Sprint. A virtual betting game that pitted fan’s wits against grandma, our chatbot offered the chance to win up to $10,000 in prizes.

The Results

Users registered to play with La Futbolera
Users provided opt-in information
A graph for user registrations - every day we had a lot of people flooding in!
Registrations per day
A graph for user sessions - every day we had a lot of people flooding in!
Sessions per day
La Futbolera - yes... again... she's so awesome!

The Conclusion

Today, where three-second videos are average and six-second views are a win, our ability to hold users’ attention for over 25 minutes, with an average of 2½ repeat visits, was epic.

We exceeded our expectations overall with a 42% registration rate. What started as a neglected audience became really important to Sprint, providing reliable information about fans and their knowledge of the brand.

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