Brazil is one of the biggest consumers of pirated pay-tv in the world. Around 33 million Brazilians access this content regularly, with football being one of the most popular … read moreproducts on these platforms. To highlight this reality, and in an effort to disrupt the broader piracy ecosystem in the country, DIRECTV GO and Mirum Brazil broadcast 'The Pirate Match', a live-streamed football match where everything was fake. Anyone who tried to watch the Champions League match between Atletico de Madrid and Manchester United illegally found a game full of surprises.
Agency: Mirum
The team ran a Google search campaign targeting people who were looking for the Champions League match for 'free'. When people clicked on one of the links, they found 'The Pirate Match', a 90-minute broadcast where everything looked like the real thing, but wasn't, to demonstrate the risks associated with using these illegal streaming services. Instead of seeing Manchester United and Atlético de Madrid, fans were watching a staged match between Mão Chester United and Atlético de Mandrituba a ‘pirate’ stadium. Rather than watching Ronaldo and Suarez, viewers found lookalikes Rolando, Suado (which means 'sweaty' in Portuguese), who were playing at an amateur level with fake commentators and referees, and even fake fans. Viewers were then directed to DIRECTV GO where they could access the real broadcast for free via a seven-day trial of the platform, and see for themselves how DIRECTV offers quality content that’s risk free and at an affordable price.
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