As I have told you on numerous occasions, creativity in marketing should always be present.
A few days ago, prior to the first leg of the Peruvian Liga 1 semi-final between Alianza Lima and Sporting Cristal , a rather peculiar marketing action took place…
Before the typical draw for the kick-off/field, a Glovo delivery man appeared on the scene and, applauded by the crowd, entered the middle of the field with the brand's characteristic yellow backpack on his back, and took out the official match ball to give it to the refereeing team led by Diego Haro.
Alianza Lima recently signed a sponsorship collaboration agreement with Glovo, so this action was fully orchestrated and was part of said agreement.
Personally, I think it is a more than successful way of promoting the brand. It is visual, genuine… and surely very viral…
Although this is not the first time that this action has been carried out on a football field... Recently, in an edition of the São Paulo Junior Football Cup , which was played between São Paulo and Vasco de Gama at the Pacaembú Stadium, a Rappi rider handed over the ball just before the start of the match.
Glovo Marketing
Photo: Leandro Britto
With this type of strategy, you are not only iran telegram data trying to reach the public that is in the field or watching television, but it is also a viral action. Proof of this is that, for example, I am talking to them from the other side of the world about this action…
Furthermore, I am convinced that it generated something that is always advisable to have close to Marketing, the WoW Effect . That surprise factor that helps make the moment (and therefore the brand) more memorable.
If we review some of the characteristics of the WoW Effect, we can mention “mystery, creativity, emotion, humor or surprise” ; this Glovo Marketing action has several of these items.