A Marketing Campaign Leading FMF to the World Cup

All eyes are on the game in professional sports. Few people stop to think about what goes into the creation and distribution of live sporting events. And the marketing of established clubs is on few people's radars.

The Federación Mexicana de Fútbol Asociación is the governing body of association football in Mexico. They administer the Mexican national team, the Liga MX and all affiliated amateur sectors. Basically, the Mexican Football Federation promotes, organizes, directs, expands and supervises competitive football in Mexico. When they wanted to upgrade their marketing capabilities to support their goals, they turned to Valtech for help.

Like a lot of companies, FMF was outsourcing its social media efforts. They worked with different social media agencies to share communications across channels like Facebook, Instagram, Twitter, Stadium and sponsors. This way of working created a big social community with 10 million followers but didn't allow for more advanced and personalized marketing opportunities.

With a social media strategy primarily focused on running contests on Facebook and Instagram, FMF was unable to capture enough data to create truly innovative and highly personalized marketing campaigns. They needed a better way to deliver their communications to their growing audience and capture data to improve personalization.

The goal was to reach 200,000 new fans through the Mi Selección MX app. After only a couple months, we’ve already hit 80,000! The team is able to capture data including information like favorite player, region, ticket access, interactions like concerts attended, mobile information, and more. With this data, FMF has created many possibilities for their audience. As FMF’s marketing capabilities continue to expand, what their marketing capabilities and audience engagement continue to grow.

Behind the scenes, the integration of Salesforce, Marketing Cloud and Service Cloud are the most important aspects of Mi Selección MX. Marketing Cloud is used to send match information, newsletters and contest results, while landing pages are used for obtaining information and sending surveys after the match.