Have you heard of Chivas ‘Superapp’?

Did you know Chivas Oficial is considered a ‘Superapp”, and is the only one of its kind in the LATAM region?

Let me explain.

Chivas Oficial was developed in Buenos Aires by Tictapps for Mexico’s most popular soccer club, Chivas de Guadalajara. The official app was published on Google Play and Apple Stores last April, and currently enjoys over 220K active users per month (30% are based in the United States).

The Liga MX powerhouse –eager to effectively communicate with their millions of fans in Mexico and the United States– found in Tictapps’s product (TTSPRTS ®) the right mobile platform to engage with their fans directly through their smartphones, while providing sponsors and brands with a disruptive and effective platform to tell their stories at the right moment, place and time.

In other words, Chivas de Guadalajara decided to work with Tictapps -in partnership with Mexican tech-development company Empatic to create a “Superapp”- a mobile application that can effectively integrate and combine rich media advertising, ‘geo-fencing’ and iBeacon technology in order to create sponsored experiences relevant to the user’s habits, time, and current location.

Available on Google Play and Apple Store.

CONTENT vs. EXPERIENCE

“Marketing is no longer about the stuff that you make but about the stories you tell.” — Seth Godin

In today’s world, a brand that is interested in reaching ‘millennials’ (90% of Chivas Oficial audience) knows that this segment actively seeks and values personal connections (“experiences”) with the brand/product through their main communication device: smartphones.

Snapchat is a clear example of what today’s consumers want and value most: the revolutionary app is, in simple terms, a mobile avenue for “storytelling”.

Snapchat now has a valuation close to $20 billion.

However (and surprisingly), brands and agencies across the LATAM region insist on using the same traditional platforms to tell a story to a segment that is clearly not going back to TV, radio or print, while devoting little resources to the fastest-growing platform: mobile.

One thing is clear to me: no brand enjoys the type of loyalty soccer fans have for their favorite club. Their support is deeply rooted, and non-negotiable. So, what is stopping these brands and agencies from partnering up with clubs such as Chivas de Guadalajara to create better and more relevant experiences that effectively engage consumers?

THE CHIVAS OFICIAL EXPERIENCE

During 2016, Chivas Oficial has delivered ‘experiences’ to #chivahermanos whovoluntarily support and share data with Chivas de Guadalajara on a daily basis in 5 different cities and stadiums across Mexico and 3 stadiums in the United States(Dick’s Sporting Goods Park in Denver, CO, Taft Stadium in Oklahoma, OK and HubStub Center in Los Angeles, CA — last one vs. Arsenal FC).

#Chivahermanos have received pictures, videos, coupons and discounts directly to their smartphones. By gaining access to their habits and location, the team behind Chivas Oficial has put an emphasis on creating “experiences” that fans remember and most importantly, share with their friends and network (today’s word of mouth).

Specifically, during the last ‘Clasico Nacional’ between Chivas and America at Estadio Azteca every #chivahermano received a push notification as they were entering the arch-rival’s stadium that once tapped, showed a message that simply said: “Chivas is Mexico”, followed by a short video that was intended to create -as you might already anticipate- a unique, intimate, and personal “experience”.


José Miguel Burgos is the Co-founder of International Soccer Consultants, agency responsible for the commercialization of Chivas Oficial and Chivas de Guadalajara digital platforms in the US.

Connect with him through LinkedIn, Google+ and Twitter.