If you have a challenge to create an appreciation of the role of grandparents campaign where the main goal is to bring it to the social environment, providing entertainment. Difficult is not it?
That was the campaign #RoleComOsAvos the TENA brand, see how we use the football with campaign disclosure platform, not just a mark on the shirt, box and other types of services that are part of the “box lunch soccer”.
Entering the field with FC Santos.
A challenging project because it is with a very specific target, grandparents. Among one of the campaign’s actions did “Come with your grandparents to play.” We invite all fans through social networks to carry their grandparents at Facebook, Instagram and the club’s website. Rolê presented him the best with his grandparents, published by a supporter Santos. We sponsor the shirt of the game Santos vs Joinville, as a highly visible tool. After only brand on the shirt would have no effect the campaign.
The “piece on the cake” was due to the entry of 22 grandparents who put to enter the athletes on the field and sing the national anthem, something that never happened in the history of football. It may not mean much to us, but be assured that for these grandparents meant.
A special day with Coritiba FC
We made the action “Come with your grandparents to play”. We invite all fans through social networks to carry their grandparents at Facebook, Instagram and the club’s website. We had the participation of club players in the invitation to grandparents.
Rolê presented him the best with his grandparents, published by a supporter of the thigh. In partnership with Coritiba on grandparents, we honor after 22 grandparents and grandchildren partners supporters club to have a special day in the cabin to follow the game against Corinthians. Even Grandpa “COXA” entered this:
#Repost @vancoritiba ・・・ E o rolé com a Vovó Ana rendeu no domingo! Fotos, entrevistas, pizza e coca-cola a tarde toda, gol salvador do menino Evandro no final… Mas o melhor de tudo foi ver o sorriso e alegria no rosto dessas duas! Mais uma vez, obrigada, @coritibaoficial !!! Ver minha mãe e minha filha assim tão felizes, não tem preço!! #CoxaDoido #Coritiba #rolecomosavos
An exclusive place to see the SE Palmeiras: Sofa Avanti TENA
We elaborated in partnership with Palmeiras one space relex “SOFA AVANTI TENA”, a special place to bring grandparents and grandchildren. This action took place in conjunction with the #familiapalmeiras campaign which invited the fans to go in family to the game.
Each club experience and different methodology, but all with one goal of delivering the best you can. I strongly believe in this type of marketing action, which begins and ends on social networks in the stadiums.
We need much more than a mark on the shirt
Too bad there are still many companies who think only in brand exposure on the shirt, they forget that we are in the era of sharing and engagement, it makes a difference when choosing a brand. Why not join the passion of a fan at the beginning of a great relationship with the brand.
Not all companies are now interrupting their investment in sports marketing, do it for the crisis we are living. Many of them, have agreed to the simple math: Revenues – Crisis + Sponsor = 0.
I’m not saying that all sponsorships do not generate sales, but how many sponsorships only live the brand exposure in uniform?
How do activation of new customers in these sporting events?
How many use to activate new customers?
How many seek to take these passionate emotional, to add value to the brand?
This is a part of the endless list of questions on how to manage the sports marketing in the clubs.