In the 21st century, the most horrific accidents tend to occur due to a chain of situations that cause something terrible to happen (for example, in a plane crash, a mechanic who missed a nut just when the supervisor wasn’t looking. .. .).
In the case of the effect Luca Prez, the action of his arrival at the sports It’s terrible (that someone is willing to give up two categories to go home is already news).
Add to this that he arrives at a club out of place in its category, with the same pressure, atmosphere and social recruitment as when he was in the club. First division. The search for leadership is also added in the same way in which the great historic star, Messi, fulfill his dream of winning the World Cup. As if that weren’t enough (without excluding that it was an act of marketing), Lucas was introduced the same day as Cristiano Ronaldo, the world’s best player anti-hero did the opposite: he chose to make more money by being able to play in Europe.
All factors have come together to generate an Armageddon of empathy, happiness and support. In terms of marketing there may not have been such a conscious exercise, but Deportivo managed social media well, the echo and the support offered by the media, which is very important because the demand is there and, in this way, it is amplified. . Also, everything coincided with Christmas dates, where the sentiment is on the surface.
Whether the company can handle it to its advantage in this regard will depend on the results. It would already be great if we get something in sporting terms, which would also generate a maximum. With the arrival of Lucas Pérez, the whole team has received a boost of motivation and now we all go together.
If the footballer follows, more or less, the line he maintained in Cadiz, and the two categories of difference are evident, the Deportivo brand itself will experience more acceptance and more marketing and season tickets will be sold.
Elisardo de la Cruz He is the executive creative director of the Empata agency, responsible for the club’s subscriber campaign in the 2016-2017 academic year.
