Situation

Every year, the Pumas – Argentina’s national rugby team – face the toughest teams in the world. Despite making significant progress in recent years, their big issue remains their small budget for technology, making the role of fans and sponsors all the more important.

Brief

The main official sponsor of the Pumas, Visa needed to set up an activation that got the fans involved and truly supported the team.

Objectives

To renew the emotional bond between the Brand and Pumas fans, while refreshing Visa’s image as more modern and technological.

We took Pumas fans’ devotion and turned it into data. Through a digital experience, we offered every one of the team’s fans the opportunity to become a video analyst for the Pumas, generating information in real-time that could boost the team’s performance. Supporters practically worked alongside the technical staff. The more videos they went through, the more data we obtained about the opponents, which in turn favored the odds of the Pumas winning upcoming matches.

We developed a digital solution based on a WebApp and interactive social media formats to allow users to visualize and tag thousands of short video clips of the teams the Pumas were going to face. This was a way for them to signal the main considerations, strengths, and weaknesses of each of the opponents.

We took the answers from each of the sources and modeled the data to generate key metrics that in turn offered us relevant insights about each of these teams.

We compiled the resulting information in an online interactive platform that we sent to the team’s coach and technical staff.

The more the fans got engaged with the experience, the more data we obtained, and the more we learned about their digital profiles. This will help us be more accurate when seeking to impact rugby fans hereon.

We uploaded over 50,000 clips of other teams in different matches on todospumas.com, web ads, Instagram Story polls, and Twitter. Through a simple Q&A dynamic with multiple-choice answers, fans were able to analyze the clips. That allowed us to identify a series of patterns as well as weaknesses of each of the opponent teams. We took those insights and put them in interactive dashboards, sharing the information with the Pumas trainers in real-time. This quickly became a useful tool that helped them better prepare for upcoming matches.

The campaign was launched and communicated to fans during the match they cared about the most, Pumas v. All-Blacks, through a number of activations within the stadium, TV commercials during the match, and posts on social media.

• Campaign reach of +31% as compared to the Brand’s previous campaign.

• +2MM minutes of analyzed video clips.

• +10k users partook, becoming Pumas video analysts and the Brand’s 1st Party audience.

• +4 minutes permanence on website average.

• We became the sports team with the largest video-analysis crew in the world.

• Visa reached a historic engagement peak among rugby fans: +85%

• Visa awareness increased and the Brand was positioned as linked to technology and innovation.

• On November 14, 2020, the Pumas beat the All-Blacks for the first time ever.