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For the holiday shopping season, Itaú Bank has partnered with Brazil-based agency Africa Creative to facilitate the purchase of billboards for soccer fields. The traditional boards around the perimeter of the pitch were transformed for the Brazilian match between Botafogo and Palmeiras. The committees promoted Itaú Shop, the bank’s online marketplace.
In a nice twist, every time the ball made contact with the boards during the game, real-time discount coupons were released to fans, with product offers ranging from official team jerseys to consumer electronics.
Why we care. An interesting collision between social shopping and the Internet of Things. It seems that anything that can be connected can be made interactive and therefore shoppable. Also note that the lines between promotion and sales continue to blur.
Measures of success. The campaign led to a 400% increase in the number of new market users. It reached 20 million customers and achieved sales of R$ 2.27 million within just one hour on Itaú Shop.