For the holiday shopping season, Itaú Bank partnered with the Brazil-based agency Africa Creative to make soccer field advertising boards shoppable. The traditional boards around the field’s perimeter were transformed for a Brazilian match between Botafogo and Palmeiras. The boards promoted the Itaú Shop, the bank’s online marketplace.
In a neat twist, each time the ball made contact with the boards during the match, real-time discount coupons were released to fans, with offers on products ranging from official team jerseys to consumer electronics.
Why we care. Interesting collision between social shopping and the internet of things. It looks like anything whatsoever that can be connected can be made interactive and therefore shoppable. Also note the lines continuing to blur between promoting and selling.
Success metrics. The campaign drove a 400% increase in first-time marketplace users. It reached 20 million customers and generated R$2.27 million in sales within just one hour on Itaú Shop.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.