Sony, FIFA / Campo Sony
Brazilian social platform leverages Sony's FIFA sponsorship
Sony is augmenting its sponsorship of the 2014 FIFA World Cup in Brazil by creating its own online social platform.
The platform, called Campo Sony (Sony Field), launched on Monday allows football fans to create their own avatars and watch videos, socialise with friends, and get rewarded with 'goals' for engaging with content. These 'goals' can be redeemed for prizes including tickets to the World Cup matches, discounts on products, and special experiences such as being invited to be a field reporter at an official match. Avatars of Brazilian sports personalities Sílvio Luiz, a sportscaster and ex-referee, and sports journalist Benjamin Back will also interact with users on the site.
Created by Lov, São Paulo and inspired by Sony's 'Live the cup of your lives' positioning, the platform will be Sony's primary way of interacting with the public until the 2014 Cup.
Carlos Paschoal, general manager of marketing at Sony, said that as sponsors Sony wanted to create a special experience for Brazilians, since fewer than 0.1% will experience the World Cup at the stadium.
Sony expects to have 10 million users on its Campo Sony site by 2014.
Sony here has taken advantage of a useful insight, which is that most Brazilians won't actually be able to visit the stadium to watch the World Cup matches. The Sony Campo social platform is a smart way of bringing the masses that small step closer to the FIFA action, while ensuring that the Sony brand remains front and centre as the official sponsor. The prizes, from FIFA tickets to unique football experiences, should help encourage engagement.
Social networking is also a particularly good way of reaching out to Brazilians as 87% of Brazilian internet users belong to at least one social network, compared to a global average of 70%, according to McKinsey.
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