CLARO accomplished one of the biggest brand experiences ever made. The idea had many phases, starting with a record in SMS messages in order to be part of the reality show and ending with a live dreamed experience for fans.

CLARO is the sponsor of the most important football teams in Ecuador, but their engagement with football fans was not that strong. Since the brand needed to be closer to fans in order to capitalize all of its investment in football, they launched a new platform to watch football games in mobile phones.

People on the stands are sometimes more passionate than the players themselves. They cheer and support their teams to their victory. What could be more special for them, than to be on the field playing with their favorite team? For the first time in football history, we gave a fan the opportunity to play an international match with his team.

A fantasy dream for football fans is to be on the field. We wanted to fulfil this dream by convincing Emelec, a popular football team in Ecuador and brand partner for many years, to let a fan selected by CLARO to play a few minutes in an official match.

One month before the game we launched “Fan of the match” a reality show that gave fans the opportunity to be on the field with their team. We had a massive response. The reality show was aired on CLARO’s YouTube Channel. After 3 weeks of trivia, training and fan tests. We narrowed it down to 1 guy that was selected to play. The fan trained with the team, and was part of it for 2 days, and he was even featured during the team’s official game night and he played in the international game set of that day.

321.580 SMS were sent to be part of the reality show

#1 brand in football fan engagement

112 million impressions

28 million views

20 countries watched live

11 million in Free Press

50% increase in brand awareness