Case Study La Velada del Año III x El Pozo King Upp
→ Context:
El Pozo King Upp has been working with us for three years since 2020 allowing us to carry out projects such as Mad Lions in 2020, in 2021 with the 1st La Velada del Año de Ibai, in 2022 we repeated La Velada del Año II and in 2023 we were present at the Kings League of Ibai and Piqué and La Velada of the year 3.
El Pozo King Upp is the "young" brand of El Pozo and after three consecutive years of trusting us, we were not going to disappoint for La Velada of the year 2023.
This third year the event was open to the public at the Cívitas Metropolitano in Madrid with a capacity for more than 60,000 attendees, musical artists from the current scene such as Feid, Quevedo, Ozuna, among others and six bouts where we found big names such as German Garmendia, Fernanfloo, Abraham Mateo...
→ Proposal:
Initially, we negotiated with the Kosmos team the sponsorship and the associated considerations, not easy as you can imagine.
Working with the client we proposed to continue with what worked for us in the previous two years (promotions, content, visibility at the event), but with new actions to increase visibility and engagement.
As an extra, this year we had a large hot dog bar that generated a point of contact and product testing with the general public and influencers. The bar also gave us the possibility to create very attractive content; we even interviewed with Pique!
We continued to capitalise on the referee's shirt and this year we went a step further, before the event we invited Salvador Salvà (the evening's referee) to the El Pozo offices to create content around him, making different videos for social networks.
→ Value
At Play the Game we take 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 in the gamer community and is increasingly mainstream, with increases in metrics such as average viewers, peak and views.
But not forgetting the most important aspect: a huge return on investment in sponsorship and brand activation. Both in visibility, engagement and sales for the brand.
→ Client's phrase
For ElPozo King upp it is a great pleasure to work hand in hand with Play The Game in any activation linked to the digital environment and gaming, they are great specialists in this area and that translates into great work. Having them as partners has helped us to achieve very good results in terms of visibility and brand awareness in each sponsorship.
Alfonso Rubio, brand digital manager el Pozo Alimentación.
