U.S. HISPANIC
Somos Fútbol #elotrolado of 2bLatam: A look at what happens off the soccer field with a touch of humor with enchufe.tv
Maribel Ramos-Weiner| 14 de septiembre de 2022
Somos el otro lado del Futbol de 2b Latam
Soccer is known as the “king sport” and from November 20, the whole world will be focused on the FIFA World Cup, Qatar 2022. So brands, agencies, and creators of content are committed to capturing the attention of audiences in an innovative way.
According to a Lotame Data Exchange study conducted among soccer fans, comedy is the preferred format in series and movie content for the audience that enjoys the World Cup. Based on this data, 2bLatam and its campaign Somos Fútbol, focus on reflecting the other side of soccer with a sense of humor: showing fans (and those who are not so much), what goes on at friends gatherings to watch the games on TV, gamers who play on their computers, people who watch the World Cup only for the celebration that surrounds the matches, among other situations of ‛the other side’ of soccer.
“We are generating new opportunities for brands and creators through entertainment formats, different platforms, and diverse content for the most important event of the year, the World Cup,” explained Alex Salvador, Commercial Director of 2bLatam. “We want to show that we can create content linked to soccer, but that is beyond the field, that appeals to broader audiences.”
Within the framework of the Somos Fútbol initiative, 2bLatam developed content for Marcimex, a retailer of household products. “It is a brand that has been with us looking for new branded content formats on YouTube and activities with talents and influencers. Together we have been able to develop fresh ideas and humor content working closely with enchufe.tv. We created characters like Pablito Cábalas, a fan who would never let a game begin without performing his rituals so that his team wins.”
Two additional concepts for Marcimex will be launched related to Somos Fútbol: Tipos de Hinchas, a production of short videos that arises from the well-known “National Enchugraphic” format of enchufe.tv., and Tiempo de Fútbol, daily situations told in the language used by referees and game experts.
2bLatam offers an integrated proposal for those companies that want to reach the online audience through influencer marketing campaigns, professional creation, and management of YouTube channels, production of branded content videos, and efficient planning of paid media campaigns on digital platforms.
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