When a Brazilian team got into the finals of the highest level of South American soccer championship, ESPN knew they wanted to bring a stadium atmosphere to Brazilian aficionados on Rio de Janeiro.
The Watch Party’s central goal was to consolidate ESPN as a reference both in sports broadcasting and fan experience events. The idea was to create an environment that would bring the vibrant atmosphere of a stadium to an exclusive event, providing the 600 guests with the same intensity and excitement they would have when watching the Libertadores final at Maracanã. With the presence of great icons of Brazilian football, such as Adriano Imperador, Aloísio Chulapa, Serginho Chulapa, Edílson Capetinha, Amaral and Bebeto, the event sought to create an authentic and engaging atmosphere.
Furthermore, the goal was also to strengthen the association of the brand with football through a memorable experience that would resonate in both legacy and social media.
KPIs included increased digital engagement, brand recall, guest satisfaction, and media coverage, with the event standing out for the presence of sports celebrities, in addition to a musical closing with Terra Samba and Zeca Pagodinho.
The creative concept for Watch Party was developed with the aim of replicating the vibrant and intense atmosphere of a football stadium, transporting guests to the atmosphere of the Libertadores final. The idea was to recreate a luxurious yet grounded simulacra of a football stadium in one of the best views of Rio de Janeiro, delivering comfort and authenticity to all 600 guests.
