How to reach the fans of the Brazil national team and keep in touch with them during the World Cup?
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To answer this question, a character beloved by Brazilians enters the scene: the "Canarinho", the national team's mascot
From this point, an analysis of the character was developed and his tone of voice was defined according to the accents and particularities of each region, in order to establish a more direct and intimate communication with each person, providing a satisfactory and personal experience
The Whatsapp messenger or "ZAP DO CANARINHO" was the channel used to establish this communication with the fans, initially encouraging them to guess about the roster for the World Cup and the possibility of gaining access to experiences promoted by the CBF
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During the tournament, real-time content was made available to fans according to what was happening on the field through GIFs, stickers, videos and memes
Fans also had access to important information about the lineup of games and match locations, all in a quick and fun way, interacting with the canarinho
Sponsors also had a chance to communicate directly with these fans. Brands such as zé delivery, rAPPI, TCL, VIVO, PAGUE MENOS and free fire sent coupons and personalized offers, strengthening this one-to-one contact.
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