Sling

SITUATION

Sling Latino’s biggest generator of new subscribers was its partnership with Spain’s national soccer league, La Liga, and soccer was a key communication pillar. During the pandemic, fútbol, like all sports, came to a screeching halt. We urgently needed to think of creative ways to keep Sling Latino relevant to fans and keep social content fresh, while our audience of soccer fans was bored at home with no sports to watch.

STRATEGY

We still had access to all top players, something we’d secured in negotiations. For fans to participate and share content, we came up with a compelling idea, El Desafío Sling, a virtual meet-and-greet hosted by well-known LaLiga celebrity, Nando Vila. We challenged fans to compete against Ivan Rakitic, a top-ranked La Liga player to test their knowledge of soccer trivia where they amusingly answered a round of trivia questions about soccer, while giving them the chance to “meet” a player fans adored.

RESULTS

The participation was incredible, by far surpassing all established KPIs. Fans were longing to live out their passion for soccer and the opportunity to play a game with Rakitic felt almost too good to be true. Thousands wanted to participate and meet Rakitic. We kept La Liga prominent in their lives and reminded them that Sling was the best and only way to experience LaLiga. The 100% organic initiative reached over 800k fans. While others ignored the sport, Sling owned the moment and dominated the soccer conversation.

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