Mercado Livre / Brazil / 2023Social · Events & Sponsorship · Digital & Tech
Ballboards.
Mercado Livre fitted pitch-side LED boards with ball cannons that delivered replacement balls to players, each launch flagged with an app-style 'your ball has arrived' message.
- Brand
- Mercado Livre
- Agency
- GUT São Paulo
- Market
- Brazil
- Region
- Global
- Year
- 2023
The idea
Pneumatic launchers were built into LED boards near the corner flags at Maracanã. Whenever a ball left play, the board fired a new one to the players while the screen flashed a delivery-style notification, tying the e-commerce brand's promise of fast delivery to live football during the Campeonato Carioca finals.
Results
- Seen by about 120,000 fans in the stadium and around 15 million on free-to-air TV
- 40 million organic views within 48 hours
- Picked up by 26 TV channels in 20 countries, with 1.6 billion impressions
- Balls returned about 5 seconds faster than by ball boys
Case study source: Activation Ideas Source ↗
