Argentina’s passion for football is legendary, and after 36 long years of waiting, the nation’s hopes were pinned on Lionel Messi to bring home the World Cup trophy. When that moment finally arrived, Argentina exploded in unparalleled excitement. The burning question on everyone’s minds was when the coveted trophy would arrive in the country to commence the jubilant celebrations. In the midst of this frenzy, PedidosYa, an innovative delivery platform, hatched a brilliant strategy to captivate the nation’s attention during this historic time.
In a sea of brands vying to capitalize on the national team’s success, PedidosYa identified the prevailing anxiety among Argentinians. Recognizing the surge in curiosity surrounding the trophy’s arrival, the company shunned expensive media campaigns and instead leveraged its own platform to reach over half the country’s population.
During the World Cup celebrations, PedidosYa orchestrated a masterful move by sending a seemingly ordinary delivery notification to millions of users throughout Argentina. The message, which read “Your order is on the way,” initially sparked panic, leaving recipients worried about potential security breaches or scams. However, upon opening the notification, their anxiety transformed into unbridled joy. The notification redirected them to the app’s map feature, usually reserved for tracking orders, but this time, it provided real-time data on the flight carrying the victorious national team and the coveted World Cup Trophy back to Argentina. Through their smartphones, they could now follow the journey from Qatar to Argentine soil in real-time.
With the World Cup victory, PedidosYa sprang into action. Utilizing a no-code system and harnessing the power of AI, the company seamlessly integrated Google Maps API and Flight Aware’s real-time flight location data API. This innovative combination allowed them to track the flight’s progress in real-time and visualize it within the PedidosYa ecosystem.
As the airplane took off from Qatar, all PedidosYa users received a notification on their phones stating, “Your order is on the way.” This cleverly linked notification directed them to the PedidosYa app, where they could follow, not the delivery of a cheeseburger, but the homecoming journey of the World Cup trophy alongside the revered players.
Throughout the 30+ hours it took for the trophy to reach Argentina, PedidosYa’s ingenious strategy propelled the brand into the limelight. At the pinnacle of Argentina’s triumph, PedidosYa garnered more mentions than both the national team and Lionel Messi, becoming the country’s number one trending topic. This viral World Cup brand action reached an astonishing 25 million people, exceeding half the country’s population. Remarkably, PedidosYa achieved this incredible feat without investing a single dollar in traditional media.
PedidosYa’s audacious campaign didn’t go unnoticed. The Mobile Grand Prix at the Cannes Lions 2023, one of the most prestigious global advertising festivals, recognized and rewarded the company’s exceptional achievement.
