With the participation of influencers from the football market, adidas joined the 90min platform (the largest digital football platform in the world, belonging to the Minute Media group) to produce exclusive video content during the 2022 World Cup. competition, the brand launched new content on social networks.
All videos produced were mediated by presenter Daniel Braune, who has an audience of 2.5MM followers on Tiktok, with chats and individual conversations, which addressed themes and aspects related to the World Cup, as well as uniforms, opponents, superstitions when watching the games, important memories of the Cup, among other topics. The guests were influencers: Jojoca, Futblack and Jukanalha. Together, the influencers have more than 3 million followers on social networks.
The first part of the interviews was shown live on November 21, in a live format, on a totem located at a bus stop on Av. Paulista (São Paulo) and also broadcast on TikTok by 90min Brasil and Daniel Braune. At the time, the public passing by the bus stop could interact with the content. The influencer Tutti Batista participated in the local activation at Av. Paulista, inviting people to participate in the action.
Bruno Fernandes, Commercial Director of Minute Media in Brazil, comments:
“Being the fans’ voice is 90min’s main mission. In this project, in partnership with adidas, we took to the main avenue in Latin America a space where fans can interact with influencers, have fun and comment on various subjects related to the World Cup. Avenida Paulista is a symbol of São Paulo, of work, of the city that never stops. When it comes to football and the World Cup, Brazilians always have time to express their feelings and opinions.”
The best moments of the live and other content captured during the recordings are being released on all 90min Brasil networks. All pills and videos will be published until 12/18, the grand finale of the World Cup.
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