Visa Inc., a sponsor of the 2010 FIFA World Cup that starts June 11 in South Africa, has launched a digital aspect of its “Go Fans” worldwide marketing campaign. A channel on YouTube.com enables fans to share video of entertaining “goal” calls.
The YouTube offering complements Visa’s Match Planner, a social-media application that enables users to create customizable World Cup viewing schedules to share with friends on social-networking channels such as Facebook (see story). Fans have a chance to win a trip to the 2014 World Cup in Brazil by viewing the YouTube videos, and they also can win weekly prizes, such as $100 Visa gift cards.
“The Go Fans campaign is all about enabling fans to express their passion for the game of soccer, and our YouTube channel provides a perfect outlet for them to do so,” Jennifer Bazante, Visa head of global sponsorship marketing, tells PaymentsSource. “The YouTube channel, and the Visa Match Planner application available on Facebook, was designed to enhance the fans’ FIFA World Cup experience and reinforce our association with this global sporting event.”
The channel features an introductory video by Argentinean sportscaster Andres Cantor, known for his famous stretched out “gooooooal” calls.
Visa also is sponsoring a series of World-Cup related activities through June 19 around the world, including in the United States, Australia, Japan, Mexico and Brazil.
In the U.S., for example, teams of Visa workers will visit restaurants and bars in New York from June 12 to 19 to video “goal” shouts from fans viewing World Cup matches. Also in New York, Visa “Go Fans” FIFA-themed marketing will appear on four of Times Square’s largest digital billboards during 11 World Cup matches beginning with USA vs. England on June 12 through the final on July 12.
Visa is the only card brand World Cup venues in South Africa are accepting for payment.