Codere Online unveils new campaign following Mexico’s Edson Alvarez on his World Cup journey
Codere Online, a spanish and Latin American sports betting company has launched its World Cup campaign – following Mexican captain Edson Álvarez along his journey in the tournament.
The campaign centres on Álvarez and an alien character, ETson, who has come to earth to experience the World Cup with the player. They are joined by Alana Flores, as well as Fer and Ara Hernández.
The message is simple: everyone plays.
The colourful alien character even calls home to tell them where he is in a playful reference to blockbuster film E.T.: “I bet you know where I am, in Mexico, at Edson’s house!”
The ad plays into the excitement around the tournament, especially given that 13 matches will be hosted in the country – making it the first nation to host the FIFA World Cup three times.
“At my house, everyone plays – even ETson, who just joined us,” the ad says.
Codere Online is looking to position itself at the forefront of conversation around the World Cup in South America, capitalising on the cultural significance of the game, and the home advantage.
“This summer, everyone is welcome at Codere: from football fans who want to add excitement to every match, to unexpected visitors from another planet,” said Carlos González de las Cuevas, brand manager of Codere Online.
“Together with Edson Álvarez, we want Codere Online to be the place where everyone can be part of football, including ETson.”
Leaders take
This campaign is distinctive, fast-paced, and playful – and draws on the hype around the tournament. It will likely connect with audiences and take advantage of the high expected viewership. That being said, the ad itself under-utilises the star influencers it features.
The three social media personalities have a combined instagram following of over 11 million, and all three have sports-adjacent content in their brands. If the ad included some interaction between the influencers and Álvarez, perhaps more akin to a Nike ad with some kick-ups or a more personal intercommunication between them, it could draw interest from a wider audience.
