Tylenol tackles Hispanic football fans (The Hyperfactory) | MMA Global

Tylenol tackles Hispanic football fans (The Hyperfactory)

September 8, 2006


CASE STUDY: Tylenol tackles Hispanic football fans                        

Client:
 Tylenol Pain Reliever
Campaign:
 World Cup Campaign – No Pares

Background and objectives:
Tylenol wanted to create an interactive campaign that would connect with the football loving Hispanic population of the United States during the World Cup.  Tylenol, a major sponsor of the Mexican football team, was aiming to capitalize on this relationship as well as its sponsorship of the World Cup broadcast on the Univision network.

Mobile technology is incredibly popular with the Hispanic population in the US; figures for ownership and monthly spend are considerably higher than average among this demographic.  Research has also indicated that the Hispanic population is more comfortable with experimenting with the more advanced capabilities of their phone.

The objectives of the campaign were to create a campaign specifically targeting the football fans in the American Hispanic community keeping the Tylenol brand front of mind throughout the World Cup.  The campaign was also to leverage Tylenol’s sponsorship of the Mexican football team during this high profile global event and provide football fans with a constant branded source of information and entertainment throughout the competition.

Solution:
Brands pump millions into advertising and sponsorship surrounding the World Cup, making it extremely difficult for campaigns to stand out among the clutter.  Mobile provided a unique communication mechanism connecting Tylenol with Hispanic football fans anytime, anywhere.  This was particularly creative in a marketplace where very few fully integrated Spanish language mobile campaigns have been deployed. 

The Tylenol World Cup campaign was a highly interactive branded experience for the Hispanic community utilizing mobile and PC.  Users had access to a large range of exclusive, personalized Tylenol branded content, including; ringtones, and animated and static wallpapers which could be sent to their own or a friend’s mobile.  In a world first users could create their own animated footballer (Football Fanatic) with personalized appearance, actions and sounds.   

Consumers could also sign up to receive the “Daily Dose” – regular soccer news, quiz questions and game alerts to their mobile phone.

Results:
Over the four week duration of the campaign there were over 600,000 user initiated interactions with the Tylenol brand with each piece of Tylenol branded content virally circulating via mobile and email. 

TVC and radio advertisements had separate keywords so that the effectiveness of each medium could be tracked daily by hour.  This provided instant feedback so that media could be amended appropriately. 

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