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Viral marketing for Sporting Portugal

 

Posted on October 19, 2007
Yann Le Douarin

 

While the audience of football matches on television and the resulting advertising revenues continue to grow, some football clubs are having increasing difficulties filling their stadiums.

The Portuguese football club Sporting Portugal has decided to tackle this problem by a personalizable viral marketing campaign, with a message that is sure to reach the hearts of the club’s supporters: the season is about to begin and the club’s success depends on you! To underline this, the supporters have even received a phone call by team coach Paulo Bento himself.

The supporters are at the centre of this campaign, thanks to a well oiled mechanism (website + online video + call back, all of this simultaneously). The action proves once again how efficient original messages can be, especially when combined with interaction with the audience.

The campaign saw a huge success in Portugal: 200,000 calls in only two days, the number of sold season tickets beat all records (1,500 in just a few days) and there was media coverage all over the country…


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