Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted \u00a0nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?<\/p>\n
This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video\u00a0description to the below Golazo Award Jury members:<\/p>\n
– Felix Palau<\/strong>, VP at Tecate, Heineken<\/strong> After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:<\/p>\n Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).<\/p>\n The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum<\/a> on September 13.<\/p>\n
– Ed Carias<\/strong>, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman<\/strong>
– Vicente Navarro<\/strong>, Business Development Director, ACM Connect<\/strong>
\n– Andres Polo<\/strong>, VP Digital Marketing, Visa<\/strong><\/p>\nShortlisted Golazo Award Candidates<\/strong><\/h2>\n
The 4\u00a0Latin American Finalists<\/strong><\/h2>\n
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\nRepresented by:<\/strong> Felipe Molina<\/strong>, Digital Specialties Director for IPG Mediabrands, and\u00a0Jose Vicente Luque, <\/b>Head of Media and Agency Relations, Latin America & Caribbean Region
\n* (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists).
\nDescription:<\/strong>\u00a0How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.<\/li>\n
\nPresented by: Arturo de la Fuente,<\/strong> director of New Business, Americas, FC Barcelona.
\n<\/strong>Description:\u00a0<\/strong>FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.<\/li>\n
\nRepresented by: Lynelle Jones,<\/strong> Creative Solutions Director, Minute MediaDescription:\u00a0<\/strong>Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform\u2019s ecosystem, ensuring the movie made a splash with football fans aged 18-34.<\/li>\n
\nRepresented by: Carlo Espinoza<\/strong>, Sr. Marketing Manager, PepsiCo Latin America Beverages
\nDescription:<\/strong>\u00a0In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a \u201cMoments\u201d creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football\/soccer stars Sergio Ag\u00fcero, Alexis S\u00e1nchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans\u2019 excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.<\/li>\n<\/ul>\nThe 6 U.S. \u00a0Semifinalists<\/h2>\n
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\nRepresented by: Evgenia Novikova,<\/strong> Managing Director of Gravity Europe and an account lead for Inter.
\nDescription:<\/strong> Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.<\/li>\n<\/ul>\n\n
\nPresented by: Benno Ruwe,<\/strong> Head of Partnerships, Bayern Munich
\nDescription:<\/strong>The 2016 U.S. Audi Summer Tour campaign gave fans that haven\u2019t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.<\/li>\n<\/ul>\n\n
\nPresented by: TBA
\n<\/strong>Description:<\/strong> Johnson & Johnson announced a multi-year extension of its sponsorship\u00a0as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.<\/li>\n<\/ul>\n\n
\nPresented by: Roberto Saucedo,<\/strong> VP Integration,<\/strong> and Andres Reyes, <\/strong>President Multicultural.
\n<\/strong>Description:<\/strong> In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasi\u00f3n soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.<\/li>\n<\/ul>\n\n
\nPresented by: Juan Convers,<\/strong> head of Business Development for Sports Univision and Hernando Paniagua, <\/strong>head of Sports Digital Univision.
\n<\/strong>Description:<\/strong> Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience \u2013 a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.<\/li>\n
\n<\/strong>Presented by: Francisco Terreros, Principal \u014cS Group<\/strong>
\nDescription:<\/strong> A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.<\/li>\n<\/ul>\nHow it works<\/h2>\n
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