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Capitales del Futbol


MasterCard/ BlackBerry/ The Home Depot

Objective:

Create an engaging branded content experience for football fans, allowing brands to address their objectives through sponsorships and activations around the property.
  • Solution:
    Capitales del Futbol, a branded-content documentary series appropriate to air in any region around the world, giving the fan a first-person experience of life in cities where soccer is not only a passion, but a way of life.
  • Sponsorships:
    MasterCard (Latin America): Branded features titled “Al Visitar” (“When You Visit”) highlighting local business partners where consumers can use their MasterCard.
    BlackBerry (Latin America): Branded features showcasing how the device can serve as the ultimate tool to help visitors navigate through the greatest soccer cities in the world.
  • The Home Depot (US Hispanic): Branded segments from the "Futbol Center Construido por The Home Depot" desk driving viewers online for continued interaction with the Capitales del Futbol brand.

    Results:

    • 15 +Million viewers across Latin America
    • Top 10 most watched program for 4 straight weeks
    • 77% of Mexicans were more likely to use their MasterCard after watching the show
    • 62% of all viewers were more likely to use their MasterCard after watching the show