Argentina is famous for its football and football famous for its fans, who show their support throwing papers (‘papelitos’) at the stadium and tweeting at home.

And when it came to sponsor the Copa America, Coca-Cola thought of how to bring the two together. And so Papertweetos was born.

They assigned a special hashtag on Twitter, printed every single fan tweet (2,000,000 of them) and thew them all during the Argentinean matches.

Lovely online-offline integration by the always surprising OgilvyAction Buenos Aires office.

Regional Executive Creative Director, Geometry Global Asia Pacific