We turned the stadiums into giant roulettes creating a game that transformed every out-of-bounds ball—something that typically diminishes the emotion of the match—into an opportunity to win.  If a fan caught a ball that landed in the stands, they won a Season Pass, while the entire sector where the ball fell received free Aguila beer. The game ran across 23 matches in Colombia’s 9 biggest stadiums, engaging fans both physically and digitally by predicting the sector where the next ball would land.