The Partner

The UANL Tigres of Liga MX are known as “the champions” for a reason. Signing on with Tradable Bits, Club Tigres is pursuing the ambitious goal of becoming one of the top 3 clubs in Mexico and the United States - and they’re well on their way with a strategic plan to turn their several millions of fans listed on Nielsen into known, reachable audiences they can interact with.

As part of this strategy, Tigres has launched a series of engagement campaigns aimed to reach fans at “different levels of fandom.” This Memory Match in particular is a masterclass in brand through-line and smart segmentation.

the campaign

A Memory Match Game with a signed jersey as the grand prize. This campaign was launched across their socials and distributed over 6 months, alongside an “always-on” paid media campaign to capture new fans. True to the brand identity - it included athletes from both the Men and Women’s teams.

“Our Men’s team is the team of the decade, but our Women’s team is the most championed in Mexico… and this is a statement, you know, with these actions in everything we do - including this memory game - it’s a statement that saying both the men’s team and the women’s team are part of our DNA.”

Target Audience

Casual Fans. This campaign was constructed specifically to reach, capture and educate more casual fans. The game itself was highly accessible to all levels of fandom, and gamified to encourage return plays. The prize - a signed jersey - is something that is valuable to every level of fan.

the result

Over 100K in impressions and the earned data of more than 40K new fans. Congrats, Tigres!