A Contagious Campaign

We're delighted to see our 'Pirate Match' campaign for DIRECTV Go has been named to Contagious' list of the 'Most Contagious Campaigns of the Year' for 2022!

This prestigious list pinpoints the ‘most innovative and effective campaigns of the year’, according to the Contagious team. ‘The Pirate Match’ campaign by Mirum Brazil, a Wunderman Thompson company, saw a live-streamed and entirely fake football match, designed to disrupt the prevalence of broadcast piracy in Brazil.

Contagious praised the campaign for its ‘witty strike against piracy’ and ‘knowing humor’. Congratulations to the team!

Most Contagious Campaigns of the Year

DIRECTV GO, 'Pirate Match' - Mirum Brazil, a Wunderman Thompson Company

Telling people off isn't a great way to get them to change their behaviour. Latin American streaming platform, DIRECTV GO understands this well, as its witty strike against pirating showed. The brand neatly intercepted Brazilians searching for a free stream of the Champions League match between Manchester United and Alético Madrid in March 2022 with a sponsored Google link that promised to deliver the goods. On clicking, however, fans were presented with a comically low-budget pastiche of the big game. DIRECTV GO fully committed to the idea, too, delivering a full match's work of low-rent, amusingly named look-a-likes and football in-jokes. The experience highlighted the shabby experience of illegal streaming with knowing humour, while also directing people to a seven-day trial of the platform. Back of the net.

Most Contagious Report 2022

The list is part of the Most Contagious Report 2022, which is packed with inspirational case studies and smart thinking from the Contagious editors and strategists, who have also put their heads together to share marketing trends and interesting findings from marketing academia throughout the year.