Cingular Immerses Fans in ‘Futbol Fiesta’ Experience
Cingular created a national program targeting Mexican-Americans as part of its sponsorship of the Mexican national soccer team. The live events at stores and at the team’s games were backed by consumer promotions, media and athlete endorsements.
To bring the sponsorship into stores, the brand’s Show Me Your Cingular effort allowed visitors a photo op with a former national team player. To activate on game days, the Futbol Fiesta immersed fans in Cingular-themed soccer activities inside a 60-foot-by-60-foot zone. A penalty kick game (contestants had to boot a ball over “defenders” that were standups of Cingular’s orange man logo), free calls to Mexico, branded premium giveaways and an on-site photo activation were all part of the mix. At a match at Chicago’s Soldier Field, a top Cingular sales associate was tapped for a ceremonial “first kick” with the MNT captain.
Priority plan sales and product sales jumped 50 percent during the in-store events, and 73 percent of attendees who responded to a survey said their opinion of the brand was somewhat or much improved as a result of the deal.