At least two marketing campaigns targeted at men, from Heineken and Eurosport France, have tapped into male anxiety about missing important sports games because of interference from wives and girlfriends who aren’t fans. During this summer’s World Cup, Cadbury in Argentina came up with an innovative way to flip the idea around, targeting women feeling neglected by football-mad men. A Facebook campaign turned Cadbury into a de facto dating service, with the page serving as a place for women to meet men who preferred to go out than to watch football. Men could create profiles that included a nickname, status update and photo, and participate in several activities and gain points that made their profiles more visible and accessible. They could also could send women virtual Cadbury’s gifts.
The effort was backed by TV spots featuring women attempting to interact with their significant others. In one commercial, a woman is slowly packing a suitcase, and her beau sits on the corner of the bed with his head hung low. Assuming he’s sad she’s going away, the woman reassures her love that it’s only a three-day trip—only to learn his despair is caused by the morning paper’s cover story on a penalty that cost his soccer team the match. “A man will never be as tempting as Cadbury, and less so during the World Cup,” the voiceover says, directing women to Cadbury’s Facebook page to find a listing of men to “write, chat, go out with or maybe something else.”
“Something else” can certainly be a great stress reliever, as is chocolate. Apparently quite a few Argentineans agreed: From June to the end of the World Cup in July, 38,244 people liked the Cadbury page, and women can still visit the platform and meet with men who don’t care about football.
Photo Credit: http://apps.facebook.com/noimportaelfutbol/