How does this represent “Excellence in Engagement”?

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

“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 extended 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.

Production

VMLY&R Miami
beIN SPORTS

Credits

Juan Ochoa
Marketing Director
beIN SPORTS

Cesar Hernandez
Creative Services Director
beIN SPORTS

Omar Saavedra
Promotions Manager
beIN SPORTS

Edgar Gomez
Senior Promotions Producer
beIN SPORTS

Alex Villada
Marketing Manager
beIN SPORTS

Michelle Rodriguez
Corporate Communications Manager
beIN SPORTS

Sergio Machado
Digital Managing Editor
beIN SPORTS

Julian Roca
Executive Director
VMLY&R

Greg Lebess
Account Supervisor
VMLY&R

Andrea Lopez
Account Supervisor
VMLY&R

Carolina Rodriguez
Account Executive
VMLY&R

Kaitlin Castillo
Assistant Account Executive
VMLY&R

Federico Hauri
Executive Creative Director
VMLY&R

Juan Lagos
Creative Director
VMLY&R

Francisco Castillo
Senior Art Director
VMLY&R

Vivian Zaldivar
Creative Services Supervisor
VMLY&R

Felipe Suarez
Project Management Director
VMLY&R

David Muñoz
Strategy Director
VMLY&R

Abel Pena
Sr. Integrated Media Planner
VMLY&R

Monica Miguel
Media Buyer
VMLY&R

Daniela Setaro
Integrated Production Manager
VMLY&R

Denisse Zeigen
Integrated Senior Producer
VMLY&R

Nicolas Fernandez
Post-Production Supervisor
VMLY&R