The latest strand of the ongoing ‘Barça Fans Project’ was an ingenious surprise fan experience that began at what seemed an unlikely, unglamorous place – a local bus stop.
For members of the public quietly minding their own business whilst waiting for a bus in the Hospital de Llobregat area of Barcelona
The bus shelter (which is fairly close to the team’s famous Camp Nou home stadium) was converted into a replica of the FC Barcelona dugout – with replica seats, plus team branding in the form of posters and ads.
Those waiting patently at the stop suddenly found themselves unwitting participants in an unexpected Barcelona street stunt: one that began with an personalised voiceover informing them they were being subbed onto the pitch, and which also included an interactive screen, an ovation from star player Xavi Hernández, plus a real referee (well, perhaps he was an actor) asking them to get warmed up and then finally the arrival of the official Barcelona team bus.
This experiential, street surprise engaged hundreds of public transport riders and their reactions were filmed by a hidden cameras with the resulting film posted to FC Barcelona’s official website and its social media channels.
The final edit of the footage from the experiential stunt – called ‘Next Stop: Barça Fans’ – was posted on the team’s YouTube feed.
The multi-faceted ‘Barça Fans’ project is hubbed around a project specific microsite at http://fans.fcbarcelona.com/ which includes an array of content pieces (from videos to wallpapers), training tips, behind-the-scenes access, match and squad information, interactive fun and games, a social hub, as well as discounts and offers on team related merchandise and offerings.
Comment
We’ve seen bus stop stunts and branded takeovers before – from Marmite’s ‘Love It Or Hate It’ London interactive photobooth bus stop (part of its sponsorship of the Oxford Street Christmas Lights’) to Turner Broadcasting’s ‘Come Out Swinging’ MLB postseason Phillies promotion that transformed six bus shelters along Philadelphia’s main Market Street into dugouts – but the delight and surprise on these Barca fans’ faces suggests this tactical stunt stop approach may never get tired.
Links
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