During its webinar, t2ó ONE analyzed how to turn fan interactions into actionable first-party data, capable of generating enriched profiles, high-value audiences, and more efficient media activation in a cookieless environment.
Madrid, March 26th of 2026. In a context where the disappearance of third-party cookies is redefining marketing strategies, Xeerpa and Medios y Proyectos, both companies of t2ó ONE, hosted a webinar in which they presented a new approach to capitalizing on major events such as the «2026 World Cup: transforming consumer emotion into actionable first-party data and, subsequently, into business results.”
Under the concept of “the frontline that turns anonymous fans into lifelong customers”, Stephanie Lopez, Head of Growth at Xeerpa, and Edward Alarcón, Chief Technology Officer at t2ó México, showed how brands can move away from relying on external audiences and start building their own assets based on first-party data.
During the session, one of the main current challenges in marketing was highlighted: millions of users interact with brands, but most do so anonymously, leading to the loss of key opportunities for connection and conversion. In fact, as noted, up to 80% of current digital interest remains unidentified, which limits the real impact of advertising investments.
From Engagement to Data Capture: A New Way to Activate Audiences
The Xeerpa webinar explored in depth how major events, such as the FIFA World Cup, represent a unique opportunity not only to generate awareness but also to build qualified databases. In this regard, a comprehensive solution was presented based on three pillars:
- Acquisition through social login and interactive experiences.
- Engagement through gamified dynamics such as rankings, challenges, or quizzes.
- Data & CRM, with advanced user profiling and activation across marketing channels.
This approach makes it possible to transform every interaction into actionable insights, generating 360º profiles based on interests, digital behavior, and declared data.
Gamification and Personalization: Keys to Conversion
One of the central points of the session was the role of gamification as a driver for user acquisition and qualification. Through experiences such as interactive microsites or fan quizzes developed by companies like Medios y Proyectos, brands can encourage participation while simultaneously obtaining high value data in a consent based manner.
As demonstrated during the session, this model enables a shift from generic impressions to ‘surgical’ segmentation, where each user receives messages tailored to their interests, significantly increasing the likelihood of conversion.
From Data to Activation: Breaking Down Silos
Beyond data collection, the webinar highlighted the importance of connecting data with media activation, an area where t2ó excels. Integrating data into marketing ecosystems (Paid, Owned, Earned, and Shared Media) enables brands to:
- Optimize campaigns on platforms such as Meta or Google using first-party audiences.
- Activate personalized CRM journeys.
- Adapt creatives in real time based on user behavior.
- Improve advertising investment efficiency.
This omnichannel approach breaks down data silos and allows brands to make decisions based on real consumer intelligence.
The 2026 World Cup: A Strategic Opportunity to Build First-Party Data
A key theme of the webinar was the analysis of the 2026 World Cup as one of the largest attention peaks of the decade. As highlighted, this type of event not only generates massive engagement but also represents a strategic opportunity to capture first-party data and build long-term relationships with consumers.
Additionally, it was emphasized that the true return on investment is not limited to the event itself, but rather to brands’ ability to activate that data over time, driving loyalty and creating new business opportunities.
A New Era of Marketing Based on Data Ownership
The webinar closed with a clear message: the future of marketing is about moving from ‘renting audiences’ to owning them. In an increasingly privacy-first landscape, brands that can build and activate their own data will be best positioned for growth.
Events come and go, but data lasts. The key is to turn every interaction into insight and every insight into business impact, this was one of the main takeaways from the session.
Don’t miss the full webinar here.
About Xeerpa and t2ó ONE
Xeerpa is a first-party data enrichment solution that transforms customer data into 360° profiles, allows for the identification of micro-influencers and brand advocates within the customer base, and activates audiences for marketing and advertising campaigns.
t2ó ONE is a group of marketing companies leading in the world of technology, data, and media, offering cutting-edge solutions through its family of brands: t2ó, FiT, LeadGenios, LPF, Gain, OnTop Media, Xeerpa, Gestión de medios, Fly Me To The Moon, and Rebel & Thorn. With a clear commitment to innovation and sustainability, t2ó ONE empowers brands to achieve exceptional business results, for more than 20 years. It is present in Spain, Italy, Mexico, the USA, Canada, and LATAM.
