Sporting Draft

Sporting Draft

Case study: . The campaign is now over, but you can check a short case study:

Update 2: Now it’s official: the interactive mobile experience is live, and the webpage is getting more than 1000 pageviews per hour! . Get a call from coach Paulo Bento at

Update: Server is down due to massive access. The campaign is set to release only tomorrow, so i’ll later post the new address.

After my latest post on Freddy Adu, it’s more than fair a post on another team, this time being Sporting Clube de Portugal, and the way sports clubs are increasingly using new media.

The club sells their Gamebox pack with season tickets, with sales having a steady growth each year. For the 07/08 season, Sporting focused on the Internet and mobile marketing instead of TV to achieve a more widespread interest with a better ROI.

Sporting 07/08

The season is about to start and mister Paulo Bento is worried. The season’s success is up to you. Insert your data and fix this problem now !

Through a interactive video, users can place their name and phone number to receive a call by coach Paulo Bento, with distinct scenarios according to the call feedback. With cellphones reaching a market penetration over 117% in Portugal, the viral effort is aiming to get 40000 subscriptions and appeal to a younger audience through a different media channel.

If you ever wanted to be drafted by Sporting, then give it at try at

Client: Sporting CP
Product: Gamebox 07’08
Production: Garage
Director: Ernesto Bacalhau
Agency: DraftFCB
Creative Director: Duarte Pinheiro de Melo
Copywriter: Marcos Drummond
Art Director: Bruno Mota
Account director: Andrea Valenti
Technology: eStara

Disclaimer: Sporting CP is currently DraftFCB client, the company i work at.

15 thoughts on Sporting Draft

  1. :) :) Congratulations, very clever, very catchy. Here at Lowe we’re having loads of fun interacting with the website.

  2. HugoNs says:

    “instead of TV”?
    Sorry, but have you watch TV, on the last days? I never saw any portuguese sport club making such a strong presence at TV, as Sporting, this year.
    But congratulations on your Internet and mobile marketing campaign.

  3. @Hugo
    Actually, no, I rarely watch TV these days.
    But what I meant was that Internet and Mobile have a better ROI (just deleted the comma).

  4. André Breda says:

    I know you’re supposed to view it as an interactive movie but I like it much more as a prank. Very catchy, probably a winner in festivals to come, and with consumers (and not just with Sporting supporters).

  5. Armando Alves says:

    Interactive media gladly accepts mashups and unpredicted uses, as long as the client is comfortable with that.

    On the awards side, i’d be happier if this piece boosts ticket sales !

  6. Oh yeah, the perfect _free_ source for pranks :)

  7. Rui Gouveia says:

    What an excelent mashup of new media tools!

    We all loved it here @ Elemento Digital.


  8. Bruno Amaral says:

    Personally, what I like about this campaign is that it didn’t make mistakes seen in similar promotions. Like what happened with “Snakes on a Plane”.
    More info on that can be found in the influential marketing blog,

  9. Amazing work. Surprising, sharable, addictive. Well done! More and more people will only talk about (and notice) the kind of work that really takes them out of their day-to-day routine. The experience is everything.

  10. [...] is running a fantastic interactive mobile campaign. Armando Alves (from DraftFCB) explains: Through a interactive video, users can place their name and phone number to receive a call by [...]

  11. Simply brilliant!!! Definitely a festivals winner.

  12. [...] malta já anda a falar disso nos seus blogs; o a source of inspiration é um [...]

  13. [...] happy to announce the Sporting GameBox campaign as the winner of the cyber/viral category at Méribel Ad [...]

  14. [...] 1. Armando Alves escreve regularmente em A Source Of Inspiration, um blog em inglês que aborda temas ligados à publicidade, marketing digital, criatividade e web. É Head Of Interactive na agência de publicidade Draftfcb, que criou duas das campanhas de referência em marketing viral para os seus clientes Grande Reportagem e Sporting Clube de Portugal. [...]