Fut/Ad Promo, Case study SAINT MARCOS CHURCH by Fut/Ad

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Industry Website, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency Fut/Ad
Creative Marcelo Fernandes, Henrique Rojas, Elton Reale, Caetano Sevilla
Released January 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: FUT/AD COMPANY
Creative: Marcelo Fernandes (FutAd Company)
Creative: Henrique Rojas (FutAd Company)
Creative: Elton Reale (FutAd Company)
Creative: Caetano Sevilla (FutAd Company)
Flash Programmer: Felipe Rolli (FutAd Company)
Media placement: Digital PR/ Interview - Www.lancenet.com.br - 02/13/2012
Media placement: Daily Sport Newspaper Interview - Lance Magazine - 02/13/2012
Media placement: Digital PR - Www.twitter.com/claroronaldo - 01/22/2012
Media placement: Digital PR - Http://www.folha.uol.com.br/ - 01/23/2012
Media placement: Digital PR - Www.esporte.uol.com.br - 01/23/2012
Media placement: Digital PR - Www.globo.com - 01/24/2012
Media placement: Radio Interview - Www.radiobandeirantes.com.br/audios_rb/12_01/120131_fan_podcast.mp3 - 01/31/2012
Media placement: Digital PR - Www.espn.com.br - 01/23/2012
Media placement: Digital PR - Www.terra.com.br - 01/23/2012
Media placement: Digital PR - Www.ig.com.br - 01/24/2012

Summary of the Campaign
After 20 years playing for one of the biggest Brazilian football team Palmeiras, the 2002 World Cup champion, Marcos, retired. However, there wasn't any kind of homage paid to him. So, 4 friends decided to do it by themselves.

Known as 'Saint' because of his miraculous saves, suddenly Marcos won a virtual church from his devotees. Named 'St. Marcos Church', the independent website has exclusive content and a special place: an altar to leave messages to the 'saint goalkeeper'.

The website was launched 2 weeks after Marcos' retirement and became a great option to his fans. More than 80,000 unique visitors entered the virtual temple, 17,000 shared on Facebook and more than 8,500 messages were received.

TV channels, radio stantion, sports newspaper and many webistes published the initiative of the creators and even the legendary player, Ronaldo, made a tweet about this. Everything reached just with PR, without any kind of financial investment. A true miracle!

The Situation
World Cup champion in 2002 and one of the greatest players of Palmeiras’ club history, Marcos – known as 'saint' because of his miraculous saves – retired in the beginning of 2012 without any kind of homage being paid to him.

The Goal
. Show Palmeiras that Marcos deserves a big homage;
. Reunite a great part of the goalkeeper's fans;
. Collect a big number of messages to deliver to Marcos in the future.

The Strategy
Since the beginning of the project, the idea was the same: reach the fans of Marcos; not the fans of Palmeiras. So we based our plan on social networks and spread the message for those who will spread it even more: football lovers.

The website was launched and spread on Facebook and Twitter. The strategy was simple: reach the true fans of the player.

Few hours after the project's lauch, many news websites and a huge number of blogs were talking about it. Then the biggest Brazilian sports newspaper made special content with the creators; one day later a radio station asked for an exclusive interview.

While the success was growing, we decided to continue to bet in social networks, to spread the website. Some weeks later, when the buzz stoped, we focused on the quality of the messages.

Documented Results
. 80,000 unique visitors;
. 17,000 likes on Facebook;
. 8,500 candles lit;
. Spontaneous media on TV, radio, internet and daily sport papers, generating more than US$600.000 – without any kind of investment.