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AT&T

Multicultural Social
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AT&T: Federación Mexicana de Fútbol

Challenge

Leverage AT&T’s sponsorship of the Federación Mexicana de Fútbol to increase sales, brand awareness, customer loyalty and relevance in the U.S. Hispanic market. Build affinity with the target audience via interaction with the brand.

Strategy

We created a multi-tiered, fully integrated and 360º experiential marketing program around AT&T’s sponsorship of the Mexican National Team.  We developed a stadium-wide text-to-vote for Man-of-the-Match at each of the games and Warm-up-Guest program to include local youth soccer groups.  We further drove retail traffic and phone activations through Fernando Fiore and former MNT players’ appearances and autographs, MNT ticket giveaways, live radio remotes, sampling of international calls, and premium giveaways.

Results

Increase of sales and customer loyalty in the U.S. Hispanic market, 65% per market activation.