Check out Puma’s brilliant mobile campaign “Together Everywhere.” Apparently there’s a soccer tournament happening over in Europe — kinda a big deal, it seems. The campaign embraces the religious fervor of soccer (football for the rest of the Solar System) fans, and gently infuses its brand into said zealous consciousness by giving value to the end user. When a team scores a goal at EURO 2008, its fans (who are using the service) instantly receive a call on their mobile device and are placed in a conference call with 10 of their friends — to share in the obvious ecstasy of a ball going into a net. If users want to expand their known congregation they can talk to 10 anonymous fans as well. Thirteen countries are represented; the reach of this mobile campaign is immense and genius.
The real brilliance is more psychological, if not even biochemical (okay, I’m outa my league here, but you know…) but consider: the thrill of your team scoring a goal is like none other — adrenaline, endorphins and who-knows-what-else are racing through your veins. At that precise moment PUMA joins the rush — and does so at the invitation of the soccer fan, which is to say, it’s a welcomed, rather than intrusive, interjection. Surely there must be data that suggests brand associations at such times of heightened emotions forge deep bonds with the consumer. I’ve got a Tweet in to Carl Jung for validation of my theory; will keep you informed.
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Puma Launches Mobile Effort Centered On UEFA Games