Big names, big brands, and insanely big viewership numbers. The 2022 Qatar World Cup was hotter than ever and the most heated moments were the 225 yellow card. And when there’s heat, there’s an opportunity for Sprite to cool things down. But without an official FIFA sponsorship deal how could Sprite compete?

When a referee shows a yellow card to a player, it’s a significant moment in any football game and not just for the player in question. Football fans can get upset, disappointed, or even outraged knowing that their favorite player is only one card away from being banned from the game. One heat-filled moment that only sprite could own.

We turned to MIGU — China’s biggest live streaming sports platform. In a World Cup first, we bought the smallest media space we could think of: the yellow card. Throughout the entire World Cup, whenever a yellow card was issued, our live in-game triggers pushed alerts across multiple platforms, connected devices and digital outdoor in real-time. Fans could instantly exchange the yellow cards for an ice-cold Sprite online or offline to cool down.