Netflix Leverages FIFA World Cup Meme Via ‘Bobot’ Tool Showing What Wout Weghorst Watches

March saw Netflix roll out a comic, soccer-themed campaign called ‘Bobot’ in Argentina in March which leveraged one of the FIFA 2023 Men’s World Cup memes based on an on-pitch verbal spat between Lionel Messi and Dutch striker Wout Weghorst

 

During the dramatic match between Argentina and The Netherlands footage captured Messi mocking Weghorst by asking him ‘Qué mirá’, bobo? / What are you looking at, fool?’

 

A question that rapidly turned into a meme that went viral around the globe.

 

So Netflix leveraged the incident with an Argentinian campaign, created in harness with agency Isla, which answered to Messi’s question through a chatbot called ‘Bobot’ which tracked exactly what the Dutch and Manchester United striker is watching on Netflix.

 

The initiative, plays on language as the Spanish verb ‘mirar’ is used both to mean ‘looking at’ someone and ‘watching on’ television.

 

The campaign, which includes audiovisual content, OOH advertising and social media, is spearheaded by a humorous commercial starring sports reporter Gastón Edul – who personally witnessed Messi’s original question while covering the game.

 

 

“We all like to talk about series. It is something that connects us. Be it with friends, family, co-workers or whoever, at some point the subject always comes up, and the question is ‘What are you watching?’ outlined Isla Creative Directors Gamba and Greco. ‘So we linked this to Argentina’s win and the Messi match meme.”

 

The campaign was created for client Netflix by a team at agency Isla which included CCOs Ariel Serkin and Rodrigo Grau, Chief Strategy Officer Mariano Serkin, Managing Director Victoria Clucellas. Creative Directors Patricio Ramirez, Ignacio Jimenez and Leandro Ezquerra, Executives Mariano Gamba and Rodrigo Greco.

 

The audiovisual production and post-production company was Landia with Director Tomi, Producer Nico Severino, Executive Producer Diego Dutil, Agency Producer Berenice Sotelo, Director of Photography Juan Maglione and Editor Camila Crespo, while music was handled by Happy Together.

 

 

Comment

 

The streaming giants have been moving into mainstream sport for a while now, but recent months have thrown up some genuinely innovative marketing initiatives and this Netflix football campaign follows hot on the heels of rival Prime Video’s ‘Ligue 1 Symphony’.