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19 percent of consumers claimed to have purchased influenced by the recommendation of a celebrity or influencer.
In Mexico, 30 percent of consumers buy on the recommendation of these figures.
There are many brands that are using soccer players in their marketing campaigns.
Working with celebrities in order to promote a brand has become the most used strategy by brands around the world. A recent example is the new campaign for the iconic Hard Rock Café brand, which teamed up with Lionel Messi, who is now a chef and promotes the restaurant franchise.
World soccer stars have become one of the figures most followed by men and women in the world. With that, these celebrities are working with big brands that hire them in order to promote their image to their millions of followers.
This panorama can be seen on the rise in this era of digitization, since the internet and social networks have led to an increase in the level of trust that many have in influencers or public figures.
With this, there are investigations such as the macro survey Statista Global Consumer Surveywhich revealed that in 2022, 19 percent of consumers in Spain claim to have purchased influenced by the recommendation of a celebrity or influencer.
While in Latin America, the same source collected that the percentage rose to 44 percent in Brazil, which is the Latin American country with the largest number of Instagram influencers, according to 2020 data.
For its part, in the Mexican market, the percentage of people who purchased products because they were advertised by a celebrity or their favorite blogger, tweeter, or Instagrammer is 31 percent by 2021. While in 2022, the figure dropped to 30 percent.
Lionel Messi is now a chef
As part of its new ‘Greatness Happens Here’ campaign and the irresistible ‘Messi Chicken Sandwich’, the Hard Rock Café restaurant franchise bet on world champion footballer Lionel Messi to promote his image.
This recent launch once again presents Messi as a brand ambassador, with activities where he surprises the public by showing all his talent as a chef in the iconic restaurant.
This choice by putting this footballer as a brand image, as being a successful move by the company, since Messi currently stands out as one of the footballers with the greatest influence before people, a reason that has led him to work in advertising terms. with companies such as: Adidas, Pepsi, Dolce & Gabbana, Gatorade, Air Europa, Huawei, Jacob & Co, Budweiser, Ooredoo, OrCam Technologies, among others.
On this occasion, the fast food company, which has various branches around the world, launched an ad that highlights Messi’s impressive presence among diners while he displays his magic in the kitchen.
They explained that this campaign was developed by the Yes, we’re Open studio, with which they also decided to present the new and delicious “Messi Chicken Sandwich”, which is inspired by Messi’s love for Milanese, an essential food of the Argentine food.
“Leo Messi is not only one of the greatest athletes and cultural icons on the planet, but he is also an ambassador who closely aligns with our values as an organization,” said Jim Allen, Chairman of Hard Rock International.
Likewise, this advertising action gives continuity to the “Live Greatness” platform, which was launched in 2020 with Leo Messi as the protagonist.
The company explained that this new campaign will be extended to mass media and social networks, with the aim of providing an innovative Web360 experience that adds entertainment and fun to the campaign.
This is not the first time that a brand uses an athlete or even a footballer to promote its products. In Mexico, Alpura recently teamed up with the soccer player André-Pierre Gignac, who is one of the figures of Tigres and is now positioned as an influencer away from the field, by becoming the image of Alpura in his new commercial.
Or it even happened in past generations of footballers, like David Beckham who stood out on the pitch and also for having a large customer base in terms of marketing and advertising and being the image of their brands.
With this, we see how it is increasingly common for brands to work with influencers and celebrities to promote their products and services and especially to reach their new customers who belong to the new generations and who follow their figures wherever they go. go.
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