After 36 years of heartbreak, Argentina finally won the FIFA World Cup in 2022. The country erupted in joy, but one question lingered: When will the trophy arrive home? In a moment of national obsession, PedidosYa, Argentina’s leading delivery app, hijacked the conversation with a simple push notification: “Your order is on the way.” But this wasn’t about burgers or empanadas—it was about the World Cup trophy flying from Qatar to Buenos Aires. The campaign turned a routine app alert into a moment of collective euphoria.
Campaign Overview
Created by GUT Buenos Aires, the campaign launched immediately after Argentina’s World Cup win. PedidosYa sent a “fake” delivery notification to over 25 million users—more than half the country. The message read: “Your order is on the way.” When users tapped it, they were taken to the app’s familiar order-tracking map. But instead of a food courier, the map showed the real-time flight path of the plane carrying the national team and the trophy from Qatar to Argentina.
Using APIs from Google Maps and FlightAware, PedidosYa embedded the flight into its app ecosystem, allowing users to track the trophy’s journey as if it were their own delivery. The campaign lasted for the full 30+ hour flight, turning anticipation into participation.
Campaign Objective
PedidosYa aimed to:
Insert itself into the most emotionally charged moment in Argentine history
Drive mass engagement without spending on traditional media
Reinforce its brand relevance by blending utility with cultural storytelling
Create a viral moment that felt native to its platform and audience
The goal wasn’t to sell—it was to celebrate, and to do so in a way only PedidosYa could.
Execution
Push Notification Hijack: Sent “Your order is on the way” to 25M+ users, mimicking standard delivery alerts.
Real-Time Flight Tracking: Embedded the Qatar–Argentina flight into the app’s delivery map using Google Maps and FlightAware APIs.
Zero Paid Media: The campaign relied entirely on owned channels and organic virality.
Emotional Timing: Launched within hours of Argentina’s World Cup win, riding peak national sentiment.
Social Amplification: Users shared screenshots, reactions, and memes, making PedidosYa trend above Messi and the team.
Brand Impact
PedidosYa became the #1 trending topic in Argentina, surpassing even Messi and the national team. The campaign reinforced its identity as a brand that understands its users—not just their habits, but their hearts. It also showcased how utility can become emotion when paired with cultural insight.
Results
The World Cup Delivery Campaign by PedidosYa on YouTube became a viral sensation, reaching 25 million+ people (over half the country) and delivering 68 million impressions in just two weeks. It achieved 119% more views than the benchmark, with zero ads skipped, and generated over 125,000 user interactions and guesses. Recognized as the most viral World Cup brand action in Argentina, the campaign was executed with $0 media spend, showcasing the power of creativity over budget.
Lessons Learned
“World Cup Delivery” teaches us that timing is everything. The campaign also shows the power of repurposing existing UX—by turning a delivery map into a trophy tracker, PedidosYa created magic without building new infrastructure. And finally, it proves that emotion beats promotion. When your brand taps into what people feel, it becomes unforgettable.
