Fan of the Match accomplished one of the biggest dreams for sports fans. It took place during an international football game, and got a massive PR repercussion.

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 on mobile phones.

People on the stands are sometimes more passionate than the players on the field. 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.

CLARO is one of the main sponsors of the most important football teams in Ecuador. The relationship and engagement with fans needed to be stronger, so the brand could capitalize all their investment in sponsoring teams. Many big brands are built around sports, so we needed to come up with something big. Something that could go beyond the brand, an idea that could build a strong fan engagement and become headline news.

One month before the game we launched “Fan of the Match,” a reality show that gave fans the opportunity to be in 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.

We achieved a wide coverage on local and international media.

+200 publications

11 million in Free Press, with coverage from the main football media

We reached 112 million impressions

National Trending Topic for 2 days

+140.000 positive comments towards the brand on social media

#1 Brand in football fan engagement

+20 countries watching live

50% increase in brand awareness

+600% increase in brand mentions online

Caused debate on magazines and sports news.

QUOTES

“A taste of a dream for and Ecuadorian fan” – Fifa.com

“A great marketing idea” ESPN

“A fan’s dream come true” TyC Sports

“A match like nothing you’ve never seen before” DIRECTV SPORTS

But the most important thing: Claro became a beloved brand by football fans in Ecuador