With #BecauseFutbol, we were able to create a conversation with the viewers and our fan base by utilizing FIFA’s greatest assets: the fans. Why? Because the fans didn’t simply watch fútbol, but for an entire month, they lived fútbol, they breathed fútbol and slept fútbol. The conversation we started gave the fans an excuse for unconventional fan passion.
This campaign served as an example that a company that has very little involvement with a sport or subject can still be relevant because of the strategic choices they make in order to talk to the viewers. It also proves that any opportunity and any medium can be an opportunity to create a meaningful connection that plays off of viewer behavior and fan passion. Not only will that influence the viewers to seek out to hear what the brand is saying, but it will influence them them to want to contribute to the conversation as well.