The Maracanã metro station will have wrapping and take over. The brand also prepared OOH spaces with arts at Rio's international airport, Galeão, trains and bicycle stations around the city, as well as a commercial on open TV on channels such as Rede Globo, TV Band and Record TV in support of the club.
The idea of the media plan is to generate even more brand awareness and will focus on supporting the club for the most important game of the year.
Another new feature is a warm-up party for guests, which takes place on Friday (11/03), before the game on Saturday. In the evening, at the Rufi bar, a rooftop in Baixo Gávea, Betano welcomes the Tricolores in a warm-up for the next day's battle with live music and premium services included.
The presence of idol and former player Washington “Coração Valente” promises to warm the hearts of the tricolor fans in a hug before the grand finale.
To celebrate the moment, the club and its master sponsor also came together to distribute hundreds of “Tricolor Armors” in the city in a gamification action developed and executed by the brand's official activation agency, Alob Sports.
In several neighborhoods of the city, club shirts are positioned on street identification signs and out-of-home media (OHH). Using a QR code, fans are directed to the “Rio Tricolor” activation hotsite.
The 100 participants who register the most check-ins at different points in the action receive a special kit that includes an official game shirt, among other items. The action is valid until 5pm on Saturday, 4/11.
The actions for the game reinforce the successful partnership with the club since 2021 and which is confirmed until June 2025.
Currently, Betano features the most noble place in the tricolor armor, in addition to guaranteeing space on advertising boards, on FluTV (with naming rights from Boteco Tricolor) and various activations to engage fans.
Source: GMB
