With the aim of intensely engaging football lovers throughout this year’s world tournament, EstrelaBet‘s new campaign decided to go beyond the limits of the digital environment to take to the streets.
Entitled “Operation Zica Neles”, this promotional initiative mobilized a true “task force” that works focused on the traditional national sporting superstition.
The entertainment company entered into a completely new commercial partnership with a pizzeria from São Paulo to, literally, “spread zica” against all of the Brazilian team’s main opponents.
How EstrelaBet’s campaign surprised fans
During the course of this unusual physical action, customers of the selected establishment received a customized pizza in their homes solely for this themed project, bringing a joke that suggests that “a plague has already worked”, as Italy ended up being left out of the dispute.
This special dynamic highlights the fun side of the activation, capturing on video the genuine reaction of consumers upon receiving the call to join this superstitious movement.
Millionaire prizes boost public engagement
According to the vision of EstrelaBet’s Head of Branding, Victor Blecker, the central purpose of “Operação Zica Neles” is to dominate a fun cultural space that is deeply connected to the routine behavior of football fans in the country.
The unusual pizza delivery materializes exactly this idea by transforming the simple act of watching television into an immersive experience aimed at drying your opponents.
The action will continue with full force in the coming weeks, driven by interesting figures created digitally, such as “Vovó Zica” and “Marta Chef”, in addition to counting on the authority of former player Zé Roberto as ambassador.
To top it all off, the operator will also distribute ten million reais in prizes through challenging weekly missions, motivating users to secure their “tickets” whenever they bet against Brazil’s biggest rivals.
