In order to impact sports consumers when they're having fun, entertainment is a must. The Pirate Match aimed at consumer's behavior during live football games. People searching for pirate broadcasts of Manchester United vs. Atlético de Madrid on the Champions League found a match with players, uniforms, commentators, and football, all 100% fake. Over 90 minutes of entertainment that set millions of football fans abuzz with the opportunity to leave the pirate life behind, with just one click. This idea put DIRECTV GO face to face with consumers of pirated content; and the brand, instead of confronting them, turned them into customers.
