Is he Leganes a club that, as an institution, enjoys a good image. Nice and at times, funny. A perception that the entity has taken great care to protect since its days in Second B, when it began, for example, to promulgate that carefree vision of football. with their famous online posters. Then followed humorous advertising campaigns, emotional promotions, actions to connect with their fans… Marketing as a lever for notoriety. Surely the strongest intangible value that Butarque treasures.
This perception reached one of its high points this Thursday during the awards ceremony of the National Marketing Association (AMKT), the most prestigious awards in the sector in Spain and one of the most important in Europe. Leganés and its ‘Inmobiliaria Butarque’ season ticket campaign were awarded in the category of Innovation and Technology Applied to Marketing against giant competitors like Telefonica, McDonald’s, Acciona, El Ganso or Durex, among others.
That promotion was so disruptive that it was later copied by Milan and Real Sociedad. More clubs could soon follow suit. In terms of notoriety, it had a massive impact not only in Spain, but also in Argentina, Mexico and Brazil, among other countries.
Bernardo’s little plots
The club, in collaboration with the Intermark Group created a prize system to encourage its fans to subscribe. He virtually divided, using NFT, the Butarque lawn into small plots (hence the name Inmobiliaria Butarque) that each subscriber ‘acquired’ with their renewal or registration as a new member.
Depending on what happened during the matches in each of these areas (goal, assist, yellow card, shot…), The subscriber ‘owner’ of that little piece of land could win prizes: from discounts in the store, to VIP experiences, to shirts signed by the players and even free season tickets for the next season.
The idea was also wrapped in an original campaign disseminated through various formats: video, billboards… In it, an actor was used (I baptized him Bernardo García) to pretend to be their new head of estate and plot sales and turn the stadium into a real estate agency that offered, with humor and a peculiar style, those plots to whoever wanted to buy them. The idea has been a great success, especially with the good progress of the blue and white season, and it gave the fans incentives after the match to find out if their part had been rewarded.
Thanks in cucumber
Now this award from the AMKT confirms this initiative as one of the most powerful on the marketing landscape in Spain, not only in the sports field, but at the national level of the sector. The Leganés marketing team led by Víctor Marín, also responsible for the club’s communication, attended the award ceremony.
“I want to remember the families, because surely those of us who work here spend a lot of time and leave aside our own. So a kiss for my Emma and for Mirian, my wife,” He began his speech with a clear wink of the cucumber court, humble and hard-working. There were also words for the cucumber board and even a memory for Dani Abandaformer head of communications for the club, institutional legend of Leganés and ‘founder’ of this marketing strategy that has given so much to the club. “It all started with you,” he concluded his thanks.
Marin.
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