We live in an era of real-time social brand engagement. When broadcast dies, what do you do? You interact. Engage. Become part of the conversation.
Sports fans (like many) don’t like broadcast. They like excitement.
Does a sports fan want to be spoken to by a brand? No. They want to be equal to the brand.
Would a Fútbol fan sit in a bar for 5 minutes listening to a brand argue why their new ad is the best World Cup ad ever? No. But will they sit in a bar and have the best, all-night, most drawn-out, ugly and ultimately enjoyable on every level of passion imaginable “discussion” with another fan? Absolutely. It’s what they live for.
To reach fans at the world cup, you have to be a fan. Don’t broadcast, be a fan. Engage.
And got kicked out of the bar. Welcome to the World Cup.
I’d buy them a beer. A Dos Equis.
Featured Image by Winslow Townson-USA TODAY Sports.