Case Study El Pozo King - La Velada del Año 2 (Boxing event from Ibai Llanos)

Context:

El Pozo King already gave us the opportunity to work together in 2020 with Mad Lions (more info here) and in 2021 with the 1st La Velada del Año de Ibai (more info here). The 1st Velada was a very brave bet for the brand, but with incredible results and for this reason we came back in 2022.

This 2nd year there were more fights, the event was open to the public and we had artists like Bizarrap, Nicki Nicole, Duki and Quevedo. Quite a leap!

Proposal:

From El Pozo King they trusted Play the Game again for this new event both in sponsorship and activation.

Working with the client, we proposed continuing with what worked for us in 2021, but new actions to increase visibility and engagement. One of them was a possibility that we detected the previous year: branding on the referee's shirt. Without forgetting other items such as banners, posters, applauders, among others. And of course, the hot dog carts, which apart from generating visibility, were an excellent point of contact for the general public (and influencers!) with the brand. We also launched several activations to generate engage and traffic in digital: raffles in networks to bring more public to the event with tickets, gloves and branded El Pozo King trousers.

Value:

At Play the Game we took care of the integral management, from the negotiation with the event organisers to the management of the pre-event and event always working side by side with the client.

Results:

El Pozo King has been prominently featured in one of the biggest events of the year for the gamer community: a peak of 3 million devices connected simultaneously, 47 million views (only on Ibai's channel without counting reactions from other influencers or TV and traditional press), 8 million unique viewers and 13,000 people at the physical event. In short, to have enormous visibility in one of the milestones of the year.

But without forgetting another critical aspect: a huge return in leads, engagement and sales for the brand.

Client's opinion:

For El Pozo KING to be present again at La Velada, as the event of reference within the digital sphere, has been a milestone that we will always remember.

We bet on the event in its first edition, when there was some uncertainty as to what the outcome would be, and this year we are once again present, thus strengthening our commitment to the world of streaming entertainment and the gamer community.

Through Play The Game, which always offers us the best proposals, once again this year we have managed to exceed the performance expectations of the action, achieving spectacular levels of notoriety and brand visibility.

We are very happy to have thought of Salvador Salva, the referee, as the main ambassador. It was a great decision, both for the values he transmits as a person and professional, and for the visibility he brought to the brand during the high points of 'La Velada', the fights.

Alfonso Rubio Corral - Digital Brand Manager