The Corona pandemic has brick and mortar businesses looking for new ways to engage their customer base online. With its facilities temporarily shut down, Sofive aimed to re-engage its playing community with a FIFA20 tournament. But running digital campaigns can be tricky. Lackluster participation or toxic communication achieve the opposite of what companies yearn for. Therefore, Sofive created a communal framework for the tournament. Dedication and combining in-house assets with widely available tools, allowed the campaign to produce meaningful social interactions and diversion. The concept is now being expanded to partner organizations.