Claro, a telecom brand that recently arrived in Costa Rica, wanted to reach the soccer-mad fans of the country -- without doing it through jersey sponsorships or billboards. They also wanted to reach prepaid mobile users, traditionally a disloyal base that is quick to switch providers if needed. The brand, along with Ogilvy, decided to create "Fourth Referee," a campaign that took the extra minutes of every Saprissa game (Saprissa is a Costa Rican football club) and gave it to prepaid users so they could use it to talk about the match. 50 million extra minutes were given away.