Soccer stadiums are no longer just arenas for sports battles. Due to their incomparable capacity to reach global audiences, these venues have become showcases for the most innovative and avant-garde advertising and marketing techniques, as the millions of viewers from around the world who followed the event this Tuesday, May 2, could see. match of the thirty-third day of LaLiga between Real Sociedad and Real Madrid.
Five minutes before the start of the match, and to the surprise of those attending and viewers, the lights of the Reale Arena went out, giving all the prominence to three characters from the new Spider-Man movie. Two of them (Miles Morales and Gwen Stacy) descended spectacularly from the roof to the pitch, while a third spider character crossed the tunnel to the changing rooms carrying the ball with which the decisive match would be played.
The prevailing darkness made it impossible not to notice the images reproduced by the stadium’s LED ring: “Socios.com – Spider-Man: Crossing the Multi-Verse – Only in theaters 2/6”
This action, which was broadcast live throughout the world, is part of an innovative agreement between Socios.com, the blockchain platform that created the Fan Tokens, and Sony Pictures, which will premiere a new installment of one of the most beloved superheroes on the planet, Spider-Man: Crossing the Multi-Verse.
This innovative agreement, with which Socios.com seeks to show the type of exclusive experiences that it makes available to its users every week, establishes a new milestone in sports marketing.
There are several circumstances that make this campaign new. First of all, the Fan Tokens platform is going to transfer some of the assets that it has as an official sponsor of the clubs (advertising in the stadium, activation rights, etc.) to co-promote the film, thus granting Sony Pictures a global visibility of immense value. Socios.com, which has 1.8 million users in more than 160 different countries, has agreements with more than 150 sports organizations around the world.
In exchange, Socios.com, a platform created just five years ago with the aim of revolutionizing the so-called “fan engagement” in sports, associates its brand with a universally recognized character and obtains experiences, tickets and products from the new film, which will make available to users who hold Fan Tokens on its platform.
In this way, the platform increases the utility of these digital assets that work as a club loyalty program, offering its users exclusive advantages that go beyond the club itself.
The agreement, the first signed by Sony Pictures with a blockchain platform, is also a milestone in terms of the popularization of this type of technology, which, according to all experts, will become the cornerstone of so-called “fan engagement” in the future due to its enormous potential to create, pave the way for and mobilize communities of fans, not only in the world of sports. In fact, brands like Starbucks or Adidas are already using it with remarkable success.
“Socios.com users don’t fight villains to save the world, but thanks to Fan Tokens they do have powers to do things that other fans can’t, like participate in team decisions through polls or access exclusive promotions, products and experiences,” says Alexandre Dreyfus, founder and CEO of Chiliz, the company that owns Socios.com.
“We are delighted with this collaboration, which will allow Sony Pictures to connect with our vibrant global community of fans while giving Socios.com the opportunity to showcase our platform to the millions of Spider-Man fans around the world. And, Most importantly, it will allow us to offer Fan Token holders access to new opportunities and experiences, which is our fundamental goal,” he adds.
“At Sony Pictures we are very interested in exploring new tools to create, mobilize and retain fan communities. What Socios.com is doing in sports sets a great example for the entertainment industry, and we look forward to learning more through of this collaboration”, explains Pepe Ramírez, Marketing Director of Sony Pictures Spain.
If you’re going to football in the next few weeks, stay tuned. Spider-Man and his companions will make new stellar appearances.
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