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.

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.

People in 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.

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.

Fans went crazy with Fan of the Match, prior, during and after the game. They encouraged and rooted for him, making him the star of the night but not only at the stadium. His story traveled around the world and even FIFA highlighted the stunt. CLARO accomplished the best outcome possible, it went from being the #3 brand in sport engagement to becoming #1. The PR results were beyond the expectations, with numbers that had never been achieved before in Ecuador setting a record for our market.

#1 brand in football fan engagement

112 million impressions

28 million views

20 countries watched live

11 million in Free Press