BecauseFutbol isn't just using the 2014 World Cup to build bridges, it's also helping to create an online community.

The World Cup engages audiences from across the globe and from all walks of life. The spirit of camaraderie that is born from cheering for the same team, whether at home or as an ex-patriot in a distant country, is electric and infectious. It is because of this feeling that #BecauseFutbol, a Tumblr dedicated to connecting football fans both on and offline, was born to bring together content creators and fans in a branded experience.

The blog was a collaboration between advertising agency INNOCEAN USA, who created the concept, and production company Tool did the creative execution, for Hyundai. It allows fans to connect online, sharing art and engaging in Tumblr's already vast user base to spark discussions. Michael Sevilla, Creative Director of Tool explained why Tumblr was the perfect platform for the campaign:

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