Created by AlmapBBDO, the campaign aims to reward fans for spontaneous merchandising when they celebrate Brazil’s goals on social networks
Gol, the official sponsor of the Brazilian national team, has prepared an action aimed at the fans.
As the World Cup is a time when many goals are scored, the airline decided to take advantage of the fans’ free “advertising” and make gifts to people who celebrate Brazil’s goals on social networks. The action was created by AlmapBBDO.
Throughout Brazil’s first three games, in the group stage, some profiles on Twitter will invite the audience to publish their goal chants and all their variations together with the hashtag #linhasaereas. With the help of a bot, all posts will be answered with a discount code on airline tickets.
“Appearing among so many brands that sponsor the team is not an easy task. That’s what we noticed: the brand name is already on people’s lips during the World Cup. We just needed to take ownership of it”, said Fbio Tedeschi, editor of AlmapBBDO.
The campaign consists of a three-pillar project, with media, OOH and influencer actions. The discount will be valid for the first 2,000 transactions.
