8 Reclutas (8 Recruits)

Objective

Rexona (Unilever) launched an interactive campaign to engage Mexican football fans ahead of the 2010 FIFA World Cup. The promotion centered on the "Sportfan" edition deodorant and aimed to connect the brand with the national team's pre-tournament journey by inviting audiences to participate in an online competition tied to the squad's qualifying matches.

Solution

An online game where players competed in a challenging recruitment process to demonstrate they were among the eight best performers. Winners would earn the title of "recluta" (recruit) and be associated with accompanying the Mexican national team to World Cup 2010. The game leveraged the competitive spirit of football fans and offered an interactive way to engage with the Rexona brand, allowing players to participate anytime and anywhere.

Results

Not published.