Fútbol for Hispanics is more a passion than mere sport. That is why when Nissan sought our expertise for an exciting way to connect with our Hispanic audience, we proposed celebrating the excitement of futbol alongside them. Partnering with the Mexican National Team (MNT) for a three-year sponsorship, we developed a fully integrated campaign inclusive of broadcast, digital and onsite experiential for all U.S. games, along with direct and PR components.
The most comprehensive elements of the campaign included a digital sweepstakes where consumers had a chance to win an MNT branded Nissan Titan, an onsite activation, the creation of the Legends Lounge digital hub hosted by Univision, and social content featuring famed MNT goalkeeper Oswaldo Sánchez. While the program is still ongoing, consumer engagements at our onsite activations have been astounding. Initial results show impressive week-over-week increases in social impressions and engagements, as well as registrations for the Titan sweepstakes.