MasterCard

Capitales del Fútbol (Football Capitals)

MASTERCARD CAPITALES RECAP 2016 from The World of ESPN on Vimeo.
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Objective

Increase Mastercard’s association with football in Latin America while driving transactions.

Solution

Create an engaging branded content experience for football fans, giving them a first-person experience of life in cities where soccer is not only a passion, but a way of life.

Integrations

A series of stylish in-content vignettes that amplified MasterCard's overall campaign objectives.

 

Vignette themes varied by season and included features of some of MasterCard's preferred merchants in each of the show's featured cities, highlights of the top places to go to within a viewer's own city, and MasterCard "Priceless Surprises" moments.

Timeline and Seasons

2016 - Capitales del Futbol Season 6: Mexico City to Madrid, Rio de Janeiro to Munich, Bogota to Milan

 

2015 - Capitales del Futbol: Chile - 3 episodes

 

2014 - Capitales del Futbol: Brasil - 3 episodes

 

2013 - Capitales del Futbol Season 3: Rome, London, Guadalajara, Montevideo, Medellin

 

2012 - Capitales del Futbol Season 2: Mexico City, Manchester, Barcelona, Sao Paulo and Bogota

 

2011 - Capitales del Futbol Season 1: Buenos Aires, Madrid, Milan, Rio de Janeiro

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Mexico City
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Barcelona
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London
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Sao Paolo

Results

17.6M

Individuals P4+ reached across Latin America since the franchise's inception

Source: IBOPE Latin America; All Capitales episodes on ESPN & ESPN 2 through 10/1/16; Premiere & Encore Airings

761K

Facebook Likes

https://www.facebook.com/espncapitalesdelfutbol

+94% YoY

Increase in pan-regional ratings (Upper P25-54) for the 6th season (2016)

Source: IBOPE Latin America; All Capitales episodes on ESPN & ESPN 2 through 10/1/16; Premiere & Encore Airings

1.7M

Mastercard impressions across ESPN's social media handles

Source: ESPN 2016 Social Media Post Buy

regions

Brazil, Latin America South, Latin America North, Latin America
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