The objective was to be an active part of the World Cup conversation through real-time content – when a team scores, an underdog team wins, a player gets a yellow card or many other situations. Part of the content was pre-planned while many posts were created within 15 minutes of the action. In addition to reactive content, we created posts that allowed fans to predict the next game’s winner and cheer for their favorite team. Through ads, interactive questions and well-timed content, the posts reached over 5 million UAE users and generated 300K engagements.