- Spain’s CD Leganés launches a creative and inventive season ticket renewal campaign, offering digital pitches of grass that generate profits during league matches.
- In just three hours, the club received 300 renewals and 900 members decided to support the team.
- The campaign has generated great engagement and admiration, even from fans of other teams.
He marketing department of the CD Leganés of Spainwho plays soccer in the second division of that country, launched a surprising campaign to renew the season ticket for next season.
The campaign for the 23/24 season, which has the slogan “This year, Butarque, your home more than ever” (Butarque is the name of the stadium where Leganés plays), generated high engagement from his creativity and ingenuity, something unusual among football clubs.
According to the idea, all the members who buy their subscription for the next season will be able to choose a digital portion of grass on the playing field. This will allow them to obtain benefits from what is generated in these plots during the league matches.
According to the proposal, the field was divided into 10,000 digital plots. In this way, with the purchase of the annual subscription, the member chooses a portion that will be his own throughout the season, he explains The objective.
This is best explained with an example: when Leganés scores a goal, the member who owns the portion of grass from which it was scored, will receive a free season ticket for the other season (24/25).
In the event that a goal assist is generated from his field, the lucky “owner” of that sector of the field receives a shirt signed by the player involved.
There will also be a price for the first yellow card of a match or the first pipe in the plots and for the exact point from which the referee indicates the end of the game.
And one detail: if the team scores a goal from the penalty spot, all members will receive a 15 percent discount on their purchases at the official store.
@cdleganes ⚽️🤪 Well yes, if a goal is scored from your plot, free subscription next season! #cdleganes #the league #plots #tiktoksports #soccer #tiktokfootballacademy #butarque ♬ original sound – CD Leganés
Soccer: there is a lot to do in marketing
The marketing strategy applied to soccer was successful from the beginning.
In just three hours, the club received 300 subscription renewals. And on the first day, 900 members decided to continue supporting the team that this Saturday, June 17, they will play the second final for the second promotion to LaLiga.
In the first game, they drew 0-0 with Alavés. The second game will take place in the stadium that will be subdivided next season (first or second season) as part of the new marketing campaign.
The campaign is supported with videos on YouTube and Twitter.
On tiktok, the video already exceeds one million views and has more than 150,000 likes and 650 comments.
Even fans of other teams have shared their admiration for Leganés’ original marketing campaign and are asking their own managers to carry out something similar.
The campaign is not part of the cases that will go for a Lion in Cannes Lions 2023, but it will surely be present in the 2024 edition.
Now read:
Qatari PM’s son buys Manchester United
Real Madrid is no longer the most valuable football brand (the leader is in Manchester)
Panini “resurfaces” and prepares Copa Libertadores album