2020 Shortlist

FANS FOR LIFE

Entrant Company: beIN SPORTS, VMLY&R Miami

Winner
  • Best Use of Events for Content
Finalist
  • Best Big Game Spot or Stunt
  • Best Fan Storytelling
BeIN Fans For Life

About this Entry

beIN SPORTS connected with HINCHAS and showed the world what it means to be an insane South American soccer fan.

How does entry represent "Excellence in Engagement"?

“Yo te sigo a todas partes, en las buenas y en las malas.” (I will follow you anywhere you go, in the good and in the bad.”) It’s the ethos of the HINCHA and one of their most common phrases sung at their teams and players in two languages and dozens of dialects across Latin America. What if there was an activation that could bring this attitude and passion to life? Well, FANS FOR LIFE did just that.

The activation and the HINCHA’s journey to Qatar was seen across the U.S. and the world through beIN SPORTS linear and social properties. At the end FANS FOR LIFE touched HINCHAS’ hearts. It celebrated what they love the most: the game and their team, and it all started with two HINCHAS and two tattoos.

Objective: beIN SPORTS, the new U.S. broadcaster for the most important and prestigious South American soccer competition, Copa Libertadores, wanted to engage with South American super soccer fans known as HINCHAS, and invite Non-South American and CASUAL soccer fans to be part of the HINCHA culture, building awareness and driving tune in.

Strategy & Execution: An HINCHAS devotion can only be understood through their actions and the things they do for their team. In order to convey this story, beIN SPORTS created FANS FOR LIFE, a fan experience and activation built around the Copa Libertadores Final that dramatized the intensity of the South American HINCHA, provided a second screen experience, and generated relevant content during the Copa Libertadores Final in addition to the Club World Cup in Qatar three weeks later.

The FANS FOR LIFE activation allowed beIN SPORTS to showcase just how far an HINCHA is willing to go for their team by tattooing themselves with a symbol that represents their club. The content generated would extend the campaign beyond the activation itself and the Copa Libertadores Final.

beIN SPORTS launched a highly targeted Facebook lead generation campaign in three languages (English, Spanish, and Portuguese) to recruit two HINCHAS among hundreds in South Florida who were willing to get a tattoo to prove their commitment to their team. However, this wouldn’t be just any tattoo experience. The HINCHAS got inked side-by-side during a Flamengo vs River Plate watch party for the Copa Libertadores Final on beIN SPORTS en Español.

Win or lose, both HINCHAS would walk away with tattoos, but only one would be able to travel halfway across the world to Qatar to watch their team compete in the Club World Cup. There was also an additional surprise that allowed the winner to take three friends along with him. This activation and the journey to the Club World Cup generated one-of-a-kind content that was seen across beIN SPORTS’ channels in the U.S. and across the world.

beIN SPORTS utilized its social and linear channels to organically showcase the HINCHAS’ experience and journey, both in Miami while getting tattooed and in Qatar during the Club World Cup. This allowed followers and viewers to keep beIN SPORTS at top of mind during the Club World Cup, despite not holding the broadcasting rights.

Results: The content generated was shown to millions in the U.S. and the rest of the world through beIN SPORTS linear and social properties. The social assets created had a video completion rate of 95% and were some of the most popular stories seen on beIN SPORTS’ social channels in all of 2019. In parallel, a brand study showed that beIN SPORTS was chosen 2x more frequently when asked which network airs Copa Libertadores (including over FOX Deportes, the network historically known for showing Copa Libertadores).

Additional Results:

  • 97% Video Completion rate
  • 250MM impressions overall
  • Brand awareness lift increased by +195 points
  • Brand consideration increased by +63 points
  • beIN SPORTS was chosen 2x more frequently when asked which network airs Copa Libertadores (including over FOX Deportes, the network historically known for showing Copa Libertadores)
  • 47% of the audience showed intent to tune in

Production

  • beIN Sports, VMLY&R

Credits