DALLAS, TX — As fans prepared for the world’s most anticipated soccer tournament, Chispa had a plan ready for when bad luck struck on the field: match fans with someone whose team had also been eliminated. The brand launched Lucky Losers, a campaign built on a simple premise: unlucky in the game, lucky in love, because shared heartbreak is the perfect icebreaker for starting a relationship.
Chispa brought together singles attending watch parties in Dallas. When the final whistle blew, two newly heartbroken fans were paired in the back seat of an Alto vehicle—one of the most exclusive rideshare services—with a Latino streamer riding up front as their “wingman.”
The experience included dinner on Chispa, but only if there was chemistry during the ride.
In soccer culture, emotions run high and are meant to be shared in real time. Combining live activations, digital engagement and creator content, Lucky Losers tapped into that raw energy, allowing fans to turn a disappointing result into a great reason to get closer.
The activation.
At watch parties held at Christie’s, in one of Dallas’ most popular and vibrant neighborhoods, fans had the opportunity to find a match. The campaign activation paired couples, and every ride culminated in an intimate date arranged by Chispa at Leela’s Wine Bar.
Everyone began the experience as strangers, devastated by the game’s outcome, but ended it with someone’s number and the possibility of starting something new. The connections continued after the cameras stopped rolling, with several of the new couples still texting the following week, turning one night of chemistry into something with potential. The campaign’s impact and brand-awareness numbers continue to rise through content amplification that will extend well beyond the tournament.
The “Soccer and Feelings” survey: heartbreak as a connector.
As a key part of the campaign, Chispa conducted a national survey to explore how major sports tournaments affect dating behavior. The findings dispel the myth that heartbroken fans isolate themselves:
Connection over isolation.
When their team is eliminated, nearly half of fans (48%) instinctively reach out to others—whether by opening a dating app, texting a crush, or finding someone to grab a drink with. Only 7.6% put their phones on “Do Not Disturb.”
Togetherness wins.
After a heartbreaking loss, 97.4% of respondents want to go out that same night, compared with just 2.6% who would cancel their plans to grieve alone.
A strategic romance.
More than half of fans (56.5%) agree that a devastating loss can actually be a “win” for their love life, noting that shared heartbreak quickly breaks the ice and creates space for intimacy.
In Dallas, that stopped being a statistic and became nine couples at a wine bar.
The Chispa x Alto “Lucky Losers Ride”
To take the campaign to the streets, Chispa partnered with Alto, the country’s premium rideshare service. Several vehicles were customized exclusively for the campaign, with cameras installed in each one to capture every detail in real time.
Alto was selected as the mobility partner for its premium, safe, and personalized service, an ideal fit for elevating the Lucky Losers experience from beginning to end.
Content creators.
Broadcasting from the front seat, Latino streamers Chance, Miriam, XOJAS and Romeo hosted real, gamified shows distributed online, combining interviews, entertainment and lightning-round compatibility tests to see whether participants could “score a last-minute winner.” The streamers invited their audiences into the story and asked them to weigh in on whether each couple should continue the date.
Digital creators—including Inez López, Marlene Chavarría, Andrew Saucedo and Melody Guerra—gave away custom jerseys featuring phrases such as “Unlucky in Soccer, Lucky in Love,” “Losing Never Looked So Good” and “Lost the Match, Won the Night.”
Content from the rides is already rolling out across social media, beginning with a live video showing Miriam working from the front seat alongside one of the new couples.
In-app integrations: Lucky Loser sticker packs
The Lucky Losers experience continues in the Chispa app with two exclusive sets of digital profile stickers. First, users can proudly display their flag with a sticker set representing every qualifying country, unlocking a new way to connect through shared loyalty—or soccer rivalry.
Chispa also launched a custom sticker pack featuring phrases such as “Rebound Season” and “Warming Up for Real Love,” helping users clearly signal what they are looking for and start a conversation.
Creative execution.
Lucky Losers was created and led by agency BeautifulBeast.
Flor Leibaschoff, the agency’s founder and CCO, said: “This was more than nine months in the making, and the execution was every bit as important as the idea. We tracked the elimination of Latino teams in real time to find the unlucky fans who could take part in the experience. The truth is, we couldn’t have been luckier ourselves to collaborate with clients as visionary and courageous as Julia, Melenie and the entire Match team, along with the incredible agencies that helped make Lucky Losers a reality.”
Public relations agency Arxna and content creator agency Need Pastel collaborated to bring the campaign to life.
“Soccer runs through our veins, and when our team loses, we feel it deeply,” said Julia Estacolchic, Senior Director of Brand and Marketing at Chispa. “But in our culture, heartbreak isn’t something we experience alone; we show up for one another. Lucky Losers takes that raw, shared emotion and turns it into a beautiful reason to connect. Watching complete strangers react to each other, ride after ride, went far beyond anything we expected. Nine couples. Some are still texting. And honestly, if you can find a Chispa in the back seat of one of our cars right after your team breaks your heart, the least we can do is buy you dinner. You’ve suffered enough!”
The campaign’s print, posters, and social creative ran in real time, targeting teams as they lost, with headlines such as “The Final Whistle Isn’t the Last Play,” “The Best Assists Don’t Happen in the Stadium,” and “A Bad Game Can Lead to Your Best Match.”
The campaign hashtags are #LuckyLosers and #ParaLoQueBusques.
