The Magic of 'Crossing': Merging Audiences and Breaking Barriers
The ad, featuring Messi juggling a rugby ball, is a statement of intent. It's not just about soccer, it's about 'crossing'—merging disciplines, audiences, and platforms.
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Witness the masterpiece of 'crossing' here:
https://www.instagram.com/reel/DF4HckEM6Dj/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Apple understands this perfectly.
The tech giant isn't just betting on the MLS, it's betting on a new paradigm in sports entertainment consumption. And the presence of figures like Messi at events like the Super Bowl, surrounded by NBA, NFL, and F1 stars, is no coincidence—it's 'crossing' at its finest.
The 'Neuromarketing' Behind the Spectacle: A Direct Goal to the Emotions
The strategy goes beyond simple advertising. It's based on 'neuromarketing,' on connecting with the audience's emotions.
The Messi Factor:
A global magnet for attention, capable of drawing in the Latino audience and soccer fans to a traditionally American event.
The Novelty Factor: Seeing Messi dominate a rugby ball generates surprise and breaks with the predictable.
The Identification Factor: Showing figures from different sports sharing space humanizes the stars and creates a sense of community among fans.
Tips to Triumph in the Era of 'Crossing':
Think Outside the Box: Seek unexpected connections between your brand and other disciplines or events. Everything is interconnected, and the sum of two, three, or five partnerships should generate something distinct. 'Crossing' isn't just crossing; it's about creating something new between the parts.
Bet on the Experience: Create content and events that generate emotions and connect with your audience on a deeper level.
'Storytelling' is Your Best Ally: Build narratives that engage and create identification.
In short, 'crossing' is the new frontier of marketing, and also of sports marketing. It's a smart, bold, and, above all, effective strategy. And in this game, Apple, Messi, and the MLS seem to be a step ahead.
Synoptic Table: Keys to 'Crossing' According to Apple and the MLS
|
Element |
Description |
Impact |
|
Merging Audiences |
Uniting soccer fans with followers of other sports like American football. |
Increased reach and visibility for the MLS. |
|
Transmedia Storytelling |
Creating narratives that extend across different platforms and events. |
Increased engagement and audience loyalty. |
|
Global Figures as Attention Magnets |
Messi as a catalyst to attract new audiences to the MLS. |
Increased interest and commercial value of the league. |
|
The 'Experience' Factor |
Generating memorable experiences that emotionally connect with the audience. |
Greater loyalty and long-term engagement. |
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The lesson is clear: in the era of 'crossing,' collaboration and innovation are the keys to conquering the playing field of sports entertainment.
Follow us on: IG: @infonegociosmiami
La lección es clara: en la era del 'crossing', la colaboración y la innovación son las claves para conquistar el terreno de juego del entretenimiento deportivo.
Infonegocios Miami
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Contact Infonegocios MIAMI: juan.maqueda@onefullagency.com
ou marcelo.maurizio@onefullagency.com
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