U.S. Spanish-language network Azteca America and Sprint have teamed to leverage the popularity of Mexican futbol for a multiplatform video-clip initiative called 'Gol O No Gol?' .
The campaign features video clips that stop at the moment of a striker's shot, giving viewers the opportunity to guess whether the shot resulted in a goal or not. Viewers can text their response through SMS or visit the Sprint-branded www.Golonogol.com Web site to log their guess. "It's a savvy way to leverage past sports content--which typically languishes in the archives--and repurpose it to bolster viewer engagement. "This demonstrates how we can take our amazing library of sports content and create an evergreen and extremely popular branded digital experience for our viewers," said Rawdon Messenger, vice president of digital media and product integration for Azteca America. "It's been a delight to partner up with the Sprint brand for this campaign."
The network is looking to do more innovation in the marketing space around content in the future. "We will be offering more exciting opportunities to our agency partners in the 2012-13 upfront," Messenger added.
The Gol O No Gol Web site has hundreds of video clips from top Mexican soccer matches, and registered visitors can accumulate points and rankings by correctly guessing whether attempted goals were successful or not, as well as leave comments. Options on the site include the sharing of the video through e-mail, Facebook and Twitter. Meanwhile, the branded television spots air during halftime of Azteca America's popular football matches and throughout sports programming.
"This unique, interactive digital campaign offers soccer fans a chance to relive some of their favorite moments, in ways that make them feel like they are part of the game," said Yamelly Weida, advertising and digital communications manager for corporate brand marketing at Sprint.