By Barry Janoff
May 16, 2012: Tecate knows that its consumers love to watch and play soccer. Now, the beermaker wants to find out if its consumers can write about soccer.
The self-described cerveza con caracter has launched a national search for soccer fans "with enough character and skills to travel to and report on a soccer game of the team's choice in Mexico or the U.S."
The Mexico-based brand, which is imported into the U.S. by Heineken USA, will support with a national campaign that asks, "Are You Fan Enough?" The effort will be led by Internet, including social media destinations Facebook and Twitter. At retail locations throughout the country, Tecate will use the tag line "Deja que tu Pasion te Lleve" ("Let Your Passion Take You") on mass-displays, posters and price cards. In addition, the brand will tout the effort via mail-in rebates on the purchase of Tecate or Tecate Light product and related snacks.
This summer, Tecate will have on-site activation at a series of exhibition games in such key markets as California, Texas and Illinois. The matches will feature top teams from the Mexican Primera Division (First Division) and at Tecate Copa Alianza, one of the largest amateur Hispanic soccer tournaments in the U.S.
Tecate said that to start the process, groups of three adults who are each 21 or older must register on Tecate's Facebook page between now and Aug. 26, 2012. (Full details here.)
"Tecate knows that without fans, soccer would be nothing but a game. It is the aficionados' cheers, rituals and enthusiasm that feed the energy."
"Tecate knows that without fans, soccer would be nothing but a game. It is the aficionados' cheers, rituals and enthusiasm that feed the energy of the stadium and elevate the team's spirits," Felix Palau, vp-marketing for Tecate, said in a statement. "By searching for and selecting the most ardent soccer fans in the country, we will not only complement our long-standing support of sports con caracter, but give consumers a platform through which to celebrate and share their appreciation for futbol."