FOOTBALL CRACKS/SOCCER ACES by ACIDMEDIA, MONO FILMS for Football Cracks

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FOOTBALL CRACKS/SOCCER ACES

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Spain
Agency ACIDMEDIA
Agency MONO FILMS
Released April 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: 10 BRANDS: MAHOU, ADIDAS, BBVA, AIR EUROPA, NISSAN, PAF, SEUR, USP HOSPITALS, DO
Product/Service: VARIOUS
Agency: ACIDMEDIA
Agency: MONO FILMS
Date of First Appearance: Apr 1 2010
Entrant Company: ACIDMEDIA, Madrid, SPAIN
Entry URL: http://crackstv.com/
Executive Producer: Jose Barrio (ACID Media)
Executive Producer: Miguel Menéndez De Zubillaga (MONO Films)
Media placement: TV - 23 COUNTRIES - 25-04-2010
Media placement: WEB - Http://crackstv.com/ - 01-03-2010
Media placement: SOCIAL MEDIA - YOUTUBE CHANNEL/FACEBOOK/TWITTER/TUENTI/HI5 - 01-04-2010
Media placement: STREET MARKETING - 21 CITIES, 13 COUNTRIES - 19-03-2010
Insights, Strategy & the Idea
Football Cracks is a commercial tool used to introduce ten top brands in the content of a global show aired worldwide. The multiplatform show requires user participation on the sites.
All brands had a common interest in football. The communication objective was avoiding product placement, while transmitting the positive values of sports. All brands created strategies to share values with the contestants: accomplish objectives, effort, sacrifice, hard work… and everything required to become a top football player: everybody's dream.
The uniqueness was to create appropriate values for the brands. They were companions of the spectators and the contestants. The spectators decided with MAHOU who was the captain, with PAF which non-profit organization will receive the prize of the PAF Challenge; with SEUR who was getting that week's news from home… and so on with all 10 brands.
The challenge: How to place ten brands in branded content in one show?
Creative Execution
FootballCracks, a reality show which searches for talent among men 18-22. Fully financed by global advertisers. Top celebrities Zidane and Francescoli are the mentors. Castings all over the world (China-USA-LATAM-Ghana-Spain) brought 18 contestants (11 countries) to the Academy. Their goal was to win the contest and become a player with a top European team.
Branded integration:
For MAHOU we created the bracelet of the captain, chosen weekly, based on the values of the brand.
For LIGA BBVA we took the aspirational ideal of playing in that league, and we were present in all world territories where the brand wanted to be.
For SEUR we created the SEUR BOX where the contestants (isolated in the academy) received news from home.
For PAF (online betting) we created the SUPPORTIVE CHALLENGE. People betted and donated the award to a social cause.
Results and Effectiveness
-116 million TV viewers in 23 countries.
-5 million unique web users (in just 3 months of campaign).
-Web access from 141 countries.
-79 million view coverage (equivalent to 2,000 groups of men 18-30).
-60,163 fans in Facebook (and equal presence in twitter, hi5, tuenti…).
-#1 YouTube channel in the world + 7 other laureates.
-Street marketing action with brands during casting period with 50,000 participants in 21 cities from 13 countries.
-Participants of 24 nationalities.
-All brands increased their awareness over 50% from previous situation.