Friday, March 12, 2010

Ready for Some Futbol?

Soccer fever is revving up in advance of this summer's FIFA World Cup. And brands are already capitalizing on the sport's popularity among U.S. Hispanics to launch campaigns tied to music.

Verizon Wireless is promoting its on-demand streams of Univision's World Cup broadcasts with a marketing campaign featuring regional Mexican act Los Tigres del Norte. Under a partnership with the group brokered last year by Tribal Brands, the carrier released an exclusive Los Tigres mobile EP and sponsored the group's 2009 U.S. tour.

For the World Cup campaign, Verizon will set up an area at Los Tigres concerts it is sponsoring where fans can pose in front of a green-screen to shoot a videoclip that makes it appear as though they're playing soccer with the group. They can then have the video sent to their phones. Verizon will also fly 32 fans selected in a sweepstakes drawing to Houston to watch the June 11 match between Mexico and South Africa and to see a private performance by Los Tigres.

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