André L. Vasconcelos

URL: Facebook Page

Tasks
Creative concept
Social Media strategy
Community Management
Video scripts
Event concept
Information architecture
Copywriting

Concept
M&M’s wanted to create a social media teaser campaign to pave they way to their big summer campaign: M-Ball the Unpredictaball.

In order to prepare the public to the idea of a football which isn’t round and is completely unpredictable, we created a Petition for Sporting Unpredictability, launched and sponsored by 2 famous media personalities and comedians, Nuno Markl and Pedro Ribeiro. This petition was itself a spoof of the previous “serious” Petition for Sporting Truth, launched by a famous sports journalist.

Our Petition was completely “brand-free” and 100% based on Facebook, where we managed to gather more than 2.500 fans in little over one week. To support the Petition on Facebook, teaser banners and e-mails were also created as well as extensive radio airtime, courtesy of the 2 presenters who were the “faces” of the petition.

The teaser campaign ended with the official launch of the M-Ball, thus unveiling the format of the Unpredictaball, with a flashmob in the streets of Lisbon which gathered several hundred followers who then witnessed the presentation made by the 2 celebrities.

Copy
Petition for Sporting Unpredictability
Defending football’s fun, joy and randomness.