Barça recruits passers-by from an interactive bus shelter

Clear Channel Create, in collaboration with Aftershare TV and CPWorks, They create a viral campaign at a bus stop, that covers both the digital and offline spheres, to publicize the FC Barcelona loyalty platform.

In Hospitalet de Llobregat (Barcelona), Passersby were surprised when they arrived at one of the bus stops and saw how it had become a soccer field bench., while their marquee came to life and the footballer Xavi Hernández encouraged them to participate in a match.

As an accompaniment to this digital experience, A referee physically appeared and invited the participants to get on an FC Barcelona bus.

This promotional campaign that uses ambient marketing technology had the objective of publicizing the FC Barcelona loyalty platform..

Clear Channel, via Create, its special shares division, has been the company responsible for carrying out this original advertising campaign for the football club, in collaboration with the creative agency Aftershare TV and the producer CP Works.

The dynamics of the action consisted of simulating a real match, in which the footballer Xavi Hernández was substituted and asked the user to jump onto the field and become a footballer. An interactive action that covered both the digital and offline spheres, since at the end of the screening a referee physically appeared at the stop to make the substitution and invite the participants to get on an FC Barcelona bus.

To develop the action, a digital screen was installed, The seats at the stoppage were replaced with those on the Camp Nou bench and several cameras and microphones were hidden to record the reactions..

The campaign, in just two days (16 y 17 March), has obtained more than 5 millions of reproductions and has obtained amplification in media such as TVE and Cuatro.

“The external environment has provided FC Barcelona with a very viral action thanks to its notoriety and ability to interact with the fan.. We managed to incorporate all the ingredients into the campaign to make it a success.: digitization, user participation and theming of an outdoor support”, explains Alfonso Román, Director of Create.

[youtube]https://www.youtube.com/watch?v=-7DMKqoTX9E&t=126[/youtube]