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To launch Fifa 18 we created a new skill move, El Tornado, and hid in the game. The film about the secret new move took social media by storm, with in-game and real trick attempts flooding in. Athletes from other sports, musicians, and even other brands got involved. To put further spin on it, we rewarded any pro footballer who could do the move for real with ‘El Tornado’ certification in the game. Shares, engagement and sales significantly surpassed previous titles.