It’s all about Marketing brand culture: Ain’t that a kick!
You can dance if you want to. And if you’re a football player – make that fùtbol (better known as soccer in America), Spanish magazine, Libero, will actually make you get up and tap your toes in your cleats.
In an effort to better emphasize marketing the brand’s “Culture” section of their sports magazine, the publication creatively turned soccer players’ casual warm-ups, feints, passes, and other tricks into dance moves by looping video footage of these practice hijinks to music. While no one needs (or wants) to hear the “Can-Can” ever again, we have to say, watching those boys “dance” is worth the earworm that you risk inheriting by viewing the associated ad. (And you have to admit, we’re all too familiar with those musical earworms that you just can’t seem to shake – “Shake It Off”, anyone?). But in any case, as if you needed another excuse to watch these gifted athletes put their impressive skills to work, we encourage you to check out all of the #footballdancing videos here.
Speaking of magazines, while the argument that print media is “dying” may be up for debate, it is true that magazine sales are, indeed, slipping a bit. In 2015, newsstand magazine sales dropped 15.8%, while there was a 13% drop in revenue. Convincing folks to pay for subscriptions or purchase a single copy is getting far trickier than in years’ past. So, how does a medium combat this potentially weakening sales and maintain relevancy? Although Libero has only been in circulation since 2012, and despite being relatively new to the print media game, the ultra-modern sports mag has made quite a name for itself thanks, in part, to these intriguing, cheeky videos used effectively to market brand culture to readers – and viewers – alike. For instance, the publication’s first set of ads from January 2014, featured women explaining how to best tackle day-to-day tasks such as taking out the trash, dating, relationships, and the first instance of meeting the father-in-law – and even rounded things out by leaning on breakthrough fùtbol examples and lingo. The ad’s slogan was pretty inventive: “If you explain it with fùtbol, it makes sense.” You have to admit, it’s sassy, light-hearted, and pokes fun at the “meathead” sports fan stereotype – all the while successfully promoting the magazine.
This time around, and in order to further highlight the soccer mag’s same “Culture” section, Libero uses the #footballdancing idea to prove that even the most athletic men can still dance – well, at least, with the help of some film editing and alongside perfectly fitting background music. A football gal myself (particularly of the collegiate variety), I found myself intrigued by these brand culture ads, and was compelled to visit the magazine’s website. While I’m not fluent in the Spanish language, the ads still resonated, crossing international language barriers – and leaning on the notion that our appreciation of talented athletes is universal, and doesn’t require a translation.
While print publications may be experiencing a downturn in sales, there is no shortage of soccer fans here in the United States. The sport is gaining undeniable popularity among the masses – and perhaps, even an increase in American readership of Libero. For Orlando City Soccer, which just kicked-off its 2014 season, more than 62,000 fans packed into the team’s current venue, the Citrus Bowl, for the inaugural match. Due to such high demand, Orlando City president Phil Rawlins recently indicated that the team is open to the possibility of constructing its new stadium – slated for completion in time for the first game of the 2016 season – with a higher capacity than the currently planned maximum of 25,500. If you ask our team at BIGEYE, its an exciting time – and an interesting soccer ball spin – on scoring a branding goal that has resonated with a fan base receptive to creative, unique brand culture marketing efforts.
We couldn’t be more excited about the new stadium and the early success of Orlando City Soccer – even for a college football gal like me. GOOOAAAAL!!
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