Argentina's number-one energy company chose Kidscorp as its strategic partner, alongside media agency Dentsu, trusting its technology, expertise, and deep knowledge of the U18 segment to bring the brand to a completely new touchpoint during the 2026 World Cup.
YPF, Argentina's leading energy company, brought its 2026 World Cup Fan Fest into the digital environment where much of the under-18 audience now lives: gaming. To do so, it chose Kidscorp, an adtech company specialized in media intelligence and digital advertising for U18 audiences, as its strategic partner, with media planning led by Dentsu.
Argentina llena de energía: an experience built inside Roblox
The result is YPF, Argentina llena de energía ("Argentina full of energy"), a brand experience developed entirely inside Roblox, one of the platforms with the highest active usage time among under-18s in the country. The experience integrates complex game mechanics and missions designed for fans to live the World Cup from inside the game, sustaining the connection with the brand throughout the tournament.
Why gaming
The decision responds to a concrete behavior of the segment: 60% of Argentine U18s play video games, making these environments one of the most relevant spaces for building a bond with the next generation of consumers.
The teams behind the campaign
The media campaign was led by YPF's team, with planning handled by Dentsu, coordinating the action within the brand's overall World Cup plan:
- YPF: Natalia Vega, Head of Media, and Esteban Gaddi, Sr. Media Analyst, leading the strategy.
- Dentsu: Samanta Lestorto Mouso leading the team, with coordination from Marianela Zubiri and Guillermo Bonzi.
Kidscorp's take
Pablo Molina, Head of Sales at Kidscorp, said: "For a brand with the track record and standing of YPF to bet on this kind of innovation opens the way for the whole industry. U18 audiences don't consume football the way previous generations did: they live it on YouTube, in apps, and in gaming. Our job is to help brands be there in a real, safe, and measurable way."
With this move, YPF joins the brands that understand that being present where U18s actually experience football has stopped being an option and become a competitive advantage.