Among the brand’s activations for the World Cup is the sponsorship of transmissions of the games by Casimiro
The World Cup in Qatar started and the memes, jokes and sympathies for the sixth of the Brazilian team took over the advertising campaigns and, of course, the social networks.
With that in mind, iFood decided that it would participate in the conversation about the World Cup in a different way and, instead of television parts, it chose to be the official sponsor of the games on social networks, with activations and sponsorships totally focused on digital.
“Each year, social networks have gained more and more relevance, as great or greater than traditional media. For this World Cup, we created a campaign that focuses on social networks, an environment in which Brazilians are very connected and which not be different”, explained Ana Gabriela Lopes, iFood’s marketing director.
Among the brand’s strategies is the sponsorship of transmissions of the Caz Cup matches, conducted by Casimiro, who is, for the first time, broadcasting the World Cup on his social networks.
According to the executive, the company will show vignettes and commercials throughout the programming of the games, in addition to having actions of interactions between the streamer and the guests with the deliveries of meals during the transmissions.
“We understand the importance of teaming up with Casimiro, who is one of the big names we have on the internet today, and who, at the same time, has a strong presence in the football universe. with a focus on social networks,” said Ana.
In addition to Casimiro, iFood is also counting on another name of relevance – and charisma – in the world of sports. The company’s pieces are being starred by the presenter Fernanda Gentil.
The campaign, starring the presenter, features several films that present the company as a solution for Brazilians during the games. In addition, the presenter will also be responsible for presenting the promotions and opportunities offered by iFood throughout the championship.
“Fernanda has a long experience in sport and entertainment, in addition to having increasingly expanded her influence in the online environment. She was chosen to cheer up and encourage Brazilian fans to enjoy the good times that the games will provide, whether with friends family, at work or outdoors”, said the executive.
From social media to the arenas
Despite the strong presence on social networks, the World Cup is also marked by the gathering of people and, with that in mind, iFood will also promote the so-called “fan party” at the iFood Arena Brasileira, which will take place in So Paulo and Rio de Janeiro .
On site, fans will be able to watch the games through a screen and enjoy concerts by great national artists such as Anitta, Alok, Jorge e Mateus, Marisa Monte and among others. The locations will also have partner restaurants with the company, such as Patties, Papila and Elamahjun.
“We understand that the differential of a platform is to connect multiple experiences. Activations like these strengthen our purpose in offering fans an experience outside the app, integrating online and offline to expand our relevance as an ecosystem”, concluded Ana.
