Verizon Soccer Experience Scores with Latino Community
Estadio FiOS scored big with the Latino community by connecting with one of their key passion points—soccer—to educate them on Verizon products and services in a fun and engaging way. Key messages emphasized how Verizon FiOS services could maximize watching FIFA World Cup matches. The activations took place at high-traffic malls in five markets, including New York, Mid-Atlantic, Tampa, Dallas and Los Angeles. Bilingual English and Spanish components also helped the brand reach a broader audience.
Experiential elements on-site helped bring the stadium atmosphere to life. Brand ambassadors dressed as referees greeted and handed consumers waiting in line a punch card that resembled a soccer ticket and tracked their progress through the experience. While waiting, they viewed key messaging about getting ready with Verizon FiOs for the World Cup matches. Once inside, they could play a digitally branded soccer game interactive surrounded by custom stadium walls, the sounds of crowds cheering, the scent of fresh cut grass and brand ambassadors who cheered them on.
Additional stations included a Jumbotron trivia game and a premium station with soccer-branded giveaways. ESPN Desportes did a live radio remote and Colombian soccer star Carlos “El Pibe” Valderrama made appearances in each market. Attendees entered their lead information on a tablet to see if Verizon FiOs was available in their area, filtering and identifying who should speak with a sales rep.
The campaign resulted in more than two million impressions and engaged nearly 5,000 consumers in an engaging and interactive way.