Gilt Edge strives to provide its clients with the highest quality soccer marketing expertise there is.
Project: Content Development for Soccer Hub
Context: Launch of branded soccer web platform in the U.S.
Delivered weekly digest of Major League Soccer, UEFA Champions League and Copa America covering game recaps, upcoming game information, league statistics, a trivia and two long form articles with a jovial spin. The soccer hub is part of a branded soccer web platform that continues to grow and has the objective to connect emotionally with soccer fans and convert them into Heineken fans as well.
Client: Scotiabank México
Project: Development of social media content
Context: Scotiabank CONCACAF Champions League
Developed content in Spanish for Scotiabank's social media properties with the purpose of connecting with soccer lovers throughout Mexico and Central America. Utilizing the fan personas developed by Gilt Edge, and considering the cultural background of the fans, I crafted engaging posts and polls to complement Scotiabank's Aficionados sweepstake. I opted for simple poll questions and posts centered around statistics and trivial information.
Client: FOX Sports
Project: FOX Sports Copa America Bracket Challenge
Context: Copa America Centenario
As one of the major sports networks holding the rights to televise the Copa America Centenario, FOX Sports wanted to celebrate the tournament and its fans with an interactive Bracket Challenge on the web. Fans could pick the winners of each game all the way through the final. For each correct pick, they would earn points and the fan with the most points could win the opportunity to spend the day on set with FOX's soccer talent. Acting as an account manager, I was the main point of contact between FOX Sport's Marketing Director and the web developers who would create the bracket on the web. As a fan myself, and relying on my cultural background I provided insights that served to shape the final deliverable.
Client: Gilt Edge Soccer Marketing (GESM)
Project: Content Development for GESM's blog
Context: Demonstrate industry thought leadership
Supported the execution of the internal content marketing strategy by writing opinion and research articles for the agency's blog 'The Kickabout'. The articles are all based on the business side of soccer, including sponsorship, marketing activations, industry expansion news and, social media marketing case studies.
*Click on the images below to read the articles
Client: Panini America
Project: Copa America Centenario Album
Context: Copa America Centenario
Panini is the world leader in the published collectable sector and one of the leading publishers of children’s magazines and books, comics, among others, in both Europe and Latin America. One of the most recognized products by this brand is the FIFA World Cup sticker collections. As Panini America gains market share in the collectable sector in the U.S. they collaborate with GESM to reach more soccer fans, drive traffic to their e-commerce platform and expand their retail partnerships across the country. Acting as an account manager, I helped the brand connect with media channels including ESPN Radio, grassroots events and Copa America viewing parties in four key markets: Los Angeles, Houston, New York and Miami. I also coordinated the logistics and delivery of more than 150,000 promotional albums to MLS and NASL teams in Chicago, New York, Houston, Miami and Philadelphia. I also lead and executed the creation of a two month social media content calendar for Panini America's properties.
Client: Bimbo Bakeries
Project: Bimbo Bakeries multicultural marketing activations
Context: B-active and Tour Aguila
Supported the account manager responsible for the account by developing social media content in Spanish in order to connect and diversify the content created specifically for hispanic consumers during the B-Active campaign.
Supported a marketing activation during the Club America's Tour Aguila in Chicago. I coordinated and hosted the winners of the Tour Aguila sweepstake during their Toyota Park visit in the Club America vs Club Leon match. The fans got to witness the team warm-ups from the sidelines, got to take pictures with the Scotiabank CONCACAF Champions League trophy, and assigned seats in the sold-out Liga MX pre-season game. I interacted with the fans in Spanish, as the campaign was directed towards hispanic consumers.