The Copa América: where the wind tastes like marketing and the waves set the trend
If there is an event where sailboats rub shoulders with the Haute Couture of marketing, it's the Copa América. We are not just talking about a sailing championship, but about a choreography where brands, cities and even the sea have their own script. This type of event provides an unparalleled opportunity for brands to integrate into the narrative of the event and create unforgettable experiences. As Philip Kotler, marketing expert, mentions: “High-level sporting events offer brands a unique opportunity to emotionally connect with their target audience. Investing in these types of events not only reinforces the brand image, but also creates experiences that remain in the consumer's mind long after the competition ends.”
Barcelona: When a city becomes the setting for a masterpiece
The Copa América and Barcelona merge into a unique setting, where the coast and the iconic corners of the city become the perfect backdrop for experiential marketing activations. The streets vibrate with the echo of competition, and here the citizen is not simply an observer; he becomes the protagonist in the most sophisticated script of experiential marketing. As we like to say at BigBox, “Investing in experiential marketing in major events such as the Copa América allows brands to go beyond simple sponsorship. It's about creating an impact that generates conversations, memories and, most importantly, a lasting emotional connection.”
5 ideas for a successful activation in the Copa América
- Total immersion in the narrative of the event: Take advantage of the values of the event to create immersive experiences that make consumers feel part of the action. It's not just about displaying a logo, but about making the public experience the brand. Brands such as Prada and Emirates have been able to integrate the speed and precision of sailing into experiences where consumers pilot virtual sailboats.
- Unique sensory experiences: Create activations that activate the attendees' senses. From gourmet tastings on private yachts to interactive competitions on the beach. As Experiential marketing guru Joe Pine says, “memorable and impactful experiences are what transform the consumer into the protagonist of a story.”
- Digital and physical integration: Combines the physical environment with the digital environment to increase engagement. Mobile applications or augmented reality experiences can generate interactions in real time, which is key to capturing the attention of today's audience, as highlighted by Brian Solis, eminence of the Phigital concept: “The future of experiential marketing lies at the intersection of the physical and digital worlds.”
- Storytelling as a driver of activation: Make sure that the story your brand tells is aligned with the values of the event. Wind, waves and competition are part of a narrative that must be present in every interaction with the consumer. Seth Godin, as a content marketing expert, says: “Marketing is no longer about the things you do, but about the stories you tell.”
- Real-time impact measurement: Implement tools that allow you to adjust activation on the fly according to public reactions. Rolex is an example of a brand that knows how to measure the impact on its activations during sporting events, adjusting the experience to maximize engagement.
For brands: Navigating storytelling
In the Copa América, brands don't just tell a story, they create legends. The narrative is not just about competition in the water, but about how each brand can live and make the experience live for its audience. Speed, effort, precision and design are values that not only define the competition, but are also part of the brands that are committed to events like this.
Experience that leaves its mark on the city
The Copa América is not only a showcase for brands, it is also a showcase for the host city and for us. For Barcelona, this means improved infrastructure, global visibility and a tangible economic impact that leaves a lasting legacy. Cities and brands win, showing the world their best version and capturing the attention of a high-level audience. For us, at BIG BOX, it is the opportunity to continue showing that 20 years of building excellence can be combined with innovation in the face of an event of such potential and dimension in a unique and iconic setting.
