23 and Me FIFA World Cup Partnership

When the Men's National Team didn't qualify for the World Cup, we had to put plan B into effect to draw an American audience to watch. DNA testing was the hot new craze, and it made a perfect match. We partnered with 23 and Me and invited people to discover their ancestral heritage through DNA testing so they could root for their “home” team.  At FOX, we leveraged 250 of our national and local talent to take the DNA test, then through on-air and social, invite their fans to participate.  This made global soccer more personal for U.S. fan and drove unprecedented buzz, not only for this unique campaign, but it helped drive the tourney to exceed revenue expectations.