fusion latina [email protected] ... · case studies –brand activation miller lite - gatorade...

Fusion Latina – Futbol Marketing – www.fusionlatina.net – [email protected] - ph: 312.622.1638

CASE STUDIES – BRAND ACTIVATION

MILLER LITE - GATORADE - MODELO ESPECIAL – RED BULL – HEINEKEN – ZICO –

ALLSTATE INSURANCE - ACCELERATED REHAB CENTERS


MILLER LITE

Activation Months: March 2016 to Present

Objective: Bringing consumer awareness of Miller Lite to the adult Hispanic demographics in the following cities:

Chicago - New York – Houtson – Dallas - San Antonio - Los Angeles – Laredo - McAllen

Dilemma: Miller Lite is a brand mostly associated with other sports such as Baseball and never in the past utilized a grassroots approach at Hispanic soccer leagues. The brand needed to cross over to an ethnic group that is very loyal to Latino beers.

Solution: We utilized our network of Hispanic adult soccer leagues to engage players with the brand. We created programs that would leave quantifiable results and a clear footprint with the consumers while changing their perception of the brand. The programs involved:

League Appearance: Miller Lite engaged with more than 150,000 players and over 90,000 spectators in leagues that are part of Fusion Latina’s network.

Branded Soccer Jerseys: We sourced 35,000 quality jerseys for players who proudly wore Miller Lite soccer jerseys during their games and at bars after their games.

Social Media & Online Mentions & Take-Overs: Facebook and Instagram accounts of local

leagues and players made mentions of “#ESMILLERTIME” that created more than 1,000,000

impressions!

PR Stunt with Int’l Futbol Stars: Legendary futbol icon Carlos “El Pibe” Valderrama attended to a

local league in NY to promote Miller Lite while creating an experiential day for players and

spectators. See the video with “El Pibe”!


Watch “El Pibe” with Miller Lite

Watch a brief Video of Miller Lite Promotions

https://www.youtube.com/watch?v=l9Kj17Ms-hU

https://www.youtube.com/watch?v=xuXJ-pqJIOA&t=6s

MILLER LITE - CONTINUED


RESULTS: The outcome of the campaign was beyond expectations. Miller Lite reached more than 150,000 adult soccer players.

Miller Lite’s “cube” visited and engaged with 120 adult Hispanic leagues, gave more than 25,000 samples, 35,000 soccer jerseys, and

took over leagues and players social media creating more than 1,250,000 impressions.

GATORADE

Activation Period: September 2017 to Present

Objective: Bringing consumer awareness and education regarding the benefits of the product for hydration with Hispanic athletes

Markets/Cities: Los Angeles, San Francisco, San Diego, San Bernardino, Las Vegas, New York, Chicago, Miami, Houston, Dallas, San Antonio, and Austin.

Dilemma: Gatorade stopped targetting to Latinos in America and lost ground with them to other brands and even to other alternative sport drinks such as coconut water. The brand needs a fresh start with young Latino Athletes to regain trust and legitimacy as the number one sports drink in the industry.

Solution: We worked with our network of Hispanic youth soccer leagues to engage players with the brand in 13 markets. We brought the brand’s message with an educational area and a challenge zone that would keep athletes hydrated with a 360 branding experience.

League Appearance: Gatorade visited 150 leagues of our network and engaged with 120,000 young athletes ages 12 to 18, and over 200,000 spectators and family members.

Branded Giveaways: We sourced 150,000 squeeze bottles, 70,000 towels, 30,000 “G Award” medals, and jerseys for players.


GATORADE - CONTINUED


RESULTS: The outcome of the campaign was beyond expectations. Gatorade reached more than 200,000 young athletes ages

12 to 18 in 13 different markets with a total of 150 activations in our network of Hispanic soccer leagues. This is setting a company record!

GATORADE 5V5 USA NATIONAL QUALIFIER – 2018 & 2019

Activation Period: December, 2017 to June, 2019

Objective: Gatorade 5v5 is a Global tournament for boys and girls ages 14 to 16. The top team in each competing nation will go to Barcelona to play for a chance to become the best in the world! Our Goal is to qualify the 2018 and 2019 Team USA for boys and girls through a series of regional and national tournaments.

Markets/Cities: Los Angeles, San Francisco, San Diego, San Bernardino, Las Vegas, New York, Chicago, Miami, Houston, Dallas, San Antonio, Austin, St. Louis, Milwaukee, Orlando.

Dilemma: Soccer is the fastest growing sport in America and so is the Hispanic demographics playing the sport. Fusion Latina bring the perfect mix of experience in the sport tournament and the target audience.

Solution: FL executes 4 regional tournaments across the nation and will promote them at local leagues in the above mentioned markets. The finalist of each regional will play inLas Vegas for a chance to become TEAM USA 2019 and represent the country in the Global tournament in Barcelona, Spain.

League Appearance: Gatorade Regionals gathered more than 300 teams with a reach to more than 3,000 athletes. The promotional stage leading up to the tournaments, reached more than 25,000 athletes in a total of 60 activations.

Branded Giveaways: We sourced 30,000 squeeze bottles, 20,000 towels, adidas branded apparel with bags and balls for National Qualifiers.


GATORADE - CONTINUED


RESULTS: FL qualified a boys TEAM USA to represent the Gatorade America in the 2018 Global 5v5 Tournament in Barcelona, Spain.

RED BULL

Activation months: June to August 2012

Objective: Bringing awareness to the hispanic soccer community regarding Red Bull's commitment to fútbol worldwide.

Dilemma: Red Bull is a brand that did not have a strong exposure within the Latino community in Chicago. Red Bull was mostly associated with x-treme sports where Latinos did not have a relation with or association.

Solution: Sampling. Red Bull trusted our abilities to distribute samples and brochures written in Spanish for the Latino soccer community in Chicago.

Results: In an unprecedented grassroots efforts, we were able to distribute 6,000 samples to players across the Chicago Hispanic soccer market. In addition, our staff handed out the brochures and engaged in conversations with consumers on how Red Bull is involved with the soccer industry.

Activation months: April to July 2016

Objective: Bringing selective Hispanic soccer leagues in Chicago to compete for a spot in the Red Bull “Neymar Jr Five” World Championship in Brazil, 2016. In addition to distributing more than 7,000 samples.

Dilemma: The new concept of street soccer that Neymar Jr. invented needs to engage the top Hispanic leagues in Chicago to participate. Timing was also an issue.

Solution: Organized a soccer tournament with the top soccer teams of the top Latino leagues in Chicago.

Results: Sampled given to over 600 players and gained social media access for Leagues and players.


MODELO ESPECIAL

Activation Months: April 2011 through September 2012

Objective: Bringing consumer awareness of Modelo Especial's involvement with soccer at a grassroots level with the young professional demographics in Chicago.

Dilemma: Modelo Especial is a brand mostly associated with the Mexican soccer league and the hispanic blue collar demographics in Chicago. The brand needed to cross over to other ethnic groups and young professional demographics in Chicago.

Solution: We utilized our network non-Hispanic of adult soccer leagues to engage players with the brand. We created programs that would leave quantifiable results and a clear footprint with the consumers while changing their perception of the brand. The programs involved:

Branded Soccer Jerseys: We sourced 5,000 jerseys for players who proudly wore Modelo Especial's soccer jerseys during their games, at bars after their games, for workouts at local gyms, running outdoors and any other activity that called for sport apparel.

Social Media & Online Mentions: Modelo Especial's logos and promotions were posted in

leagues and players Facebook page and Twitter bringing a tremendous amount of exposure

during the entire campaign.


Newsletter: Weekly newsletters with Modelo Especial's promotions, player news, and other

useful information were sent out to 20,000 + players in our database during the activation

time.

Facebook: Periodic mentions of Modelo Especial and thousands of impressions, interactions,

likes, and comments that made Modelo Especial a trending topic in Chicago.

Youtube: We produced weekly videos of our leagues full of goals, plays, and bloopers. Modelo

Especial's logos were inserted in the videos to continue with awareness. Click on the video to

watch (if viewing an electronic version).

Web Site: Leagues home page displayed the Modelo Especial logo with a direct link to its

promotions and programs.

https://www.youtube.com/watch?v=8TyIwVymUiM

MODELO ESPECIAL - CONTINUED


Off-The-Pitch-Competition: Modelo Especial was the first beer brand to adopt this concept. The program is about competition organized

by leagues for players and friends during the activation period, where teams get the chance to win 100% of their Team Registration Fees.

How it works? Very Simple!

- Teams went to a account designated by distrubutors (bars, liquor stores, etc)

- Ordered Modelo Especial

- Brought receipts to the leagues coordinator showing the purchase of Modelo Especial

- Each bottle/glass = 1 point, and each pitcher = 4 points

- At the end of the activation period, the team that consumed the most Modelo Especial won a FREE REGISTRATION to an

upcoming Soccer League! A prize valued at $1,500!

This is an excellent metric that will help you understand your rate of success with the program.

5000 players and their friends consumed Modelo Especial during 5 months to compete and win Off-The-Pitch!

This program generated a total of $150,000 in sales!

RESULTS: The outcome of the campaign was outstanding. Modelo Especial reached its goal of bringing awareness of their

beer to a demographic that would have otherwise only associated the brand with the hispanic market (mostly the

Mexican soccer community). We were able to increase the likability of the brand within the young professional soccer community in

Chicago and were able to engage and acquire new consumers for the brand

HEINEKEN

Activation months: April to July 2012

Objective: Getting consumers excited about the Final of the European Champions League and to raise the consumption of their product within the Chicago soccer community.

Dilemma: Heineken already has a strong presence within the soccer community and their request was to increase consumption during a key soccer event that could be truly measured by POS metrics.

Solution: We utilized our Off-The-Pitch competition program...and it worked very well! We partnered with several popular bars in Chicago that would keep track of the sales generated by the teams who mentioned “FUSION’S SPECIAL” when ordering Heineken. In addition to the program, we developed an online campaign:


Newsletter: Weekly newsletters with mentions of the Heineken program to compete

Off-The-Pitch.

Facebook & Twitter: Periodic post from players and leagues promoting the Champions League

Final of the year.

Youtube: As we did with Modelo Especial, we added Heineken's logo to the weekly videos of

the local soccer games.

SOME OF OUR BAR PARTNERS FOR ACTIVATION

HEINEKEN - CONTINUED

Off-The-Pitch-Competition: We were able to adopt this program very

successfully with Heineken as we implemented the “bar-partners” concept

who would help us execute and keep accurate sales records:

- Players attended a KIS Bar Partner

- Ordered Heineken during the entire season

- Bar partners updated us weekly with team consumptions by team name

- Each bottle/glass = 1 point, and each pitcher = 4 points

- At the end of the season, the team that consumed the most Heineken won

a FREE REGISTRATION to their upcoming Soccer League! A prize value of

up to $1,500!

We distributed Heineken's merchandising to all players in our leagues,

including jerseys, scarves, bottle openers and sunglasses.

RESULTS: The campaign brought significant ROI measured in $$ thanks to

the POS at the bars. The program helped the local Heineken distributor to

increase their sells by $85,000. Additionally, it helped Heineken's brand to be

engage the soccer community with the Final of the European Champions

League.


ZICO COCONUT WATER

Activation months: June 2011 to June 2012

Objective: Bringing awareness and new consumers to the Zico brand of coconut waters.

Dilemma: Coconut water was a new item trying to be inserted as a healthy-sport drink. Coconut water was historically portrayed as a tropical drink not related to sports.

Solution: Sampling of products with our soccer community, social media, online engagement, and strong presence at the leagues.


Sampling: We distributed more than 20,000 samples during the entire campaign. Zico was

sampled by every soccer player within our network of leagues who in addition filled up a

questionnaire for the brand.

ZICO COCONUT WATER – CONTINUED


Social Media and Online mentions:

Newsletter: Weekly newsletters with Zico logos were blasted to our players including links to

their web site and promotions.

Youtube: As we did with Modelo Especial, we added Zico's logo to the weekly videos of the

league. These videos were watched by hundreds of players who shared them with their

friends.

Web Site: Zico had its logo in our home page with direct links to their web site. There were

more than 10,000 clicks redirected to Zico's web site from ours.

Field Appearance: Zico was allowed to be present at all of our soccer leagues where they displayed their banners, tents, giving out samples, passing on merchandising, and talking to players and friends about their coconut water.

Results: By being the first coconut water brand to fully engage with the soccer community in Chicago, Zico was able to position themselves as the #1 coconut water for the years of 2011 and 2012 within the active athlete demographics .

ALLSTATE ENCOMPASS INSURANCE

Activation months: June 2014

Objective: To host an event that will raise awareness of the upcoming PGA Encompass Open with the 6,000 Allstate's employees at their main campus in Northbrook, IL.

Dilemma: Golf is a sport not played by every person which prevented Allstate Encompass from engaging with the vast majority of their employees on campus.

Solution: Footgolf! We hosted a Footgolf day for all Allstate Encompass employees. Footgolf is one of the fastest growing sports in America. It is 99% golf played with a regular size soccer ball on an actual golf course and holes of 21 inches in diameter. See all pictures of the day by clicking here!

Results: We were able to engage more than 1500 employees who either played Footgolf or showed up to learn about it. Special information tents were set up to communicate the message regarding the Encompass Open day and 400 tickets were sold. As an additional KICK, all revenues from the event were donated to the “Special Olympics of Illinois”


Tom Ealy, CEO Encompass Insurance

http://www.pgatour.com/champions/tournaments/encompass-championship.html

https://www.facebook.com/media/set/?set=a.448707858565231.1073741838.336675663101785&type=3

ACCELERATED REHAB CENTERS

Activation months: April 2012 to April 2013

Objective: New customer acquisition for their sport-oriented rehabilitation clinics.

Dilemma: How to create player awareness of their physical therapy practices and other programs.

Solution: We allowed Accelerated staff to be present in our leagues educating and treating players, organized a 3v3 Coed Soccer Tournament in September of 2012 and 2013, and run an online and social media campaign.

Jerseys: We sourced 5000 jerseys branded exclusively for Accelerated that were given to players that would pledge their loyalty to the brand.

League presence: Accelerated staff and therapists promoted their clinics and best practices with ourt network of leagues. Accelerated was able to treat players on the spot, assessing injuries, and setting up appointments.


ACCELERATED REHAB CENTERS - CONTINUED


Social Media & Online Mentions:

Newsletter: We included Accelerated promotions in our weekly newsletter for 1 Therapy

Session Free to all players in our programs. There were 3000+ clicks on the coupon!

Facebook & Twitter: Periodic mentions about their services and upcoming 3v3 tournaments

were posted in order to capture player awareness.

Youtube: If you are reading an electronic version, click on the image to watch the 3v3 Tourney

video. In addition, Accelerated appeared as a sponsor in our weekly league videos.

Results: Accelerated Rehab Centers was able to acquire more than 400 new patients during

the activation time. In addition, they were able to position themselves as the #1 physical

therapist provider within the adult soccer community in Chicago.

Click on the image to see the video of the day

Sports journalist interviewing

player for our weekly newsletter

https://www.youtube.com/watch?v=FLbmcpF6FyA

fusion latina [email protected] ... · case studies –brand activation miller lite - gatorade...

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