Connecting our brand assets with those of the event.
The European Championship has come to an end and, in our opinion, Spain is not the only winner of the competition. There are several brands that have won the medal in terms of reach and virality.
And we are not talking about the sponsoring brands but about those that, with more limited budgets, have managed to attract the attention of their audience either by emulating the forecasts of Paul the Octopus, or by using insights against our rivals or even by gamifying the refereeing of the matches in real time.
Taking advantage of the levers that connect them with their audience, avoiding opportunism and betting on what makes them different. Each one from its idiosyncrasy but always from coherence and self-knowledge.
Because in the end, it’s all about connecting the event with the assets of each brand: the fun tone of Worten, the support for what is ours in the case of RTVE or the playful attitude -and constant hack- of KFC.
Sharing the passions of our audience is, without a doubt, an opportunity to connect with them in a close and authentic way.