Much has been said about the importance for brands of capitalizing on user-generated content in spaces such as social networks and now, Banco Azteca, hand in hand with its owner, Ricardo Salinas Pliego, seem to be giving a lecture in this regard.
On more than one occasion, the movements of the president and owner of Grupo Salinas have been taken up on social networks, from where he has shown that he is capable of getting on certain topics that are in trend to promote his products and services.
The last outstanding movement in this regard came a few days ago when the businessman also owner of TV Azteca, detected a tweet published by Mauricio Doehner, director of Cemex and Club Tigres, in which he assured that Citibanamex would have “provided the worst service”, with what he thanked his followers for sending him suggestions on banking options given the “insensitivity and incompetence of #citibanamex.”
The bank @Citibanamex You have given me the worst service I have ever experienced. Not only in banking. In all service throughout my life. I would appreciate any suggestions of what to do in the face of the insensitivity and incompetence of #citibanmex ? Thanks
– Mauricio Doehner (@maurodoehner) August 12, 2021
Without a doubt, this request for “help” was quickly understood as an opportunity by both Banco Azteca and its owner, Salinas Pliego.
To the comment, the Grupo Salinas bank responded: “Mauro, give us the opportunity! We are the 100% Mexican bank with the most branches, in the most municipalities, with the best App and the most advanced technology. What’s more, if you want, we can lend them for their new stadium ”.
I gladly accept the challenge @RicardoBSalinas , I propose that the club that loses is responsible for arranging a school in the winning team’s locality to support the return to school… let’s do it for a cause !!! @MazatlanFC @TigresOficial https://t.co/sDaTLzIoGs
– Mauricio Doehner (@maurodoehner) August 13, 2021
The comment was taken up by the manager, who later received a mention from Salinas Pliego who decided to launch a bet: “Change to @Azteca Bank the best bank of #Mexico… Here you will be treated as you deserve, what’s more, I bet you the first $ 50,000 that the @MazatlanFC beats the @TigresOficial on August 20, so you can learn to send money from the #App of @Azteca Bank“.
The challenge was accepted by Doehner, who also decided to increase the bet: “I gladly accept the challenge. @RicardoBSalinas , I propose that the club that loses is responsible for arranging a school in the winning team’s locality to support the return to school… let’s do it for a cause !!! @MazatlanFC @TigresOficial“.
The proposal was now accepted by Salinas Pliego who, in addition to giving visibility to Banco Azteca, took advantage of the occasion to give scope to the broadcasts called Friday Botanero from TV Azteca and the Azteca Foundation.
.@MazatlanFC we are going to beat @TigresOficial that game next #Friday on #Mazatlan 🤝. How do you see daughter @NinfaSalinas, you help me with the @FoundationAzteca?
Do you@maurodoehner and it is going to change to the best bank in Mexico @Azteca Bank? 🤔 https://t.co/2RDETsbNKM
– Ricardo Salinas Pliego (@RicardoBSalinas) August 13, 2021
The truth is that this series of challenges and bets has become a successful marketing and advertising strategy for Banco Azteca and other properties in Salinas Pliego, where there are three correct keys on the way to capitalize on the generic content that it appropriated. :
Context
Although at first the discussion was outside the sports field and was actually a complaint to one of his competitors, Salinas Pliego understanding the opportunity to do more by understanding the context beyond the bench.
Thus, the opportunity was understood to start the transfer of the equipment owned by Grupo Salinas, in addition to mentioning the benefits of Banco Azteca.
The success is key: It was understood who issued the message, the events that are about to happen and the way in which own brands could play in the middle of this scenario.
Good cause
Although the proposal to make the bet a challenge with a cause came from the Cemex executive, the truth is that Salinas Pliego knew how to embrace the opportunity well, remembering that through Fundación Azteca his organization seeks to commit to social good.
Additionally, giving this bet a much more social and altruistic approach adds value to the conversation in networks, while directly involving users.
Scope and capitalization
After the discussion dropped in visibility and scope, Banco Azteca and Salinas Pliego’s own account made a reminder about the bet hours before the soccer match in question takes place, a situation that in addition to putting in the spotlight to the aforementioned bank, it translates into a promotion to follow the transmission of the sporting event.
Well… what do you mean, who will win?
He will win the @MazatlanFC to the @TigresOficial and @maurodoehner is going to change to @Azteca Bank why #Banamex He treats him very badly and is also going to fix a little school for the young people of #Mazatlan 😌. https://t.co/qUCBWDBGqc
– Ricardo Salinas Pliego (@RicardoBSalinas) August 19, 2021