La Futbolera is a grump old lady who knows everything about Futbol!

SprintSmack That Talks Back

Sprint's Logo

Meet La Futbolera, the smack-talking granny, who ignited the competitive spirit of the US Latino Soccer Fan, while creating a fun, long-lasting exchange with Sprint.

The Challenge

With a limited spend, Sprint Latino wanted to share time with soccer fans—from casual to hardcore—during a busy sports period through a fun game that sparked their inner smack-talker.

La Fubolera's Logo - it shines!
Large Laptop

The Solution

We built a sassy, human-like chatbot personality within Facebook Messenger—she was the first conversational gaming platform in Sprint’s social marketing, and she killed it.

The character-driven campaign was inspired by the love we all have for our abuelita (grandma). We brought her to life using all the latest toys—3D animation and artificial intelligence.

The Chatbot

A conversational experience with a witty character, La Futbolera.

The Game

La Futbolera was playful and feisty, while educating visitors about Sprint. Our chatbot was a virtual betting game that pitted fan’s wits against grandma with the chance to win up to $10,000 in prizes.

The Results

Users registered to play with La Futbolera
Users provided opt-in information
A graph for user registrations - every day we had a lot of people flooding in!
Registrations per day
A graph for user sessions - every day we had a lot of people flooding in!
Sessions per day
La Futbolera - yes... again... she's so awesome!

The Conclusion

Today, where three-second videos are average and six-second views are a win, our ability to hold user’s attention for over 25 minutes, with an average of 2½ repeat visits, was epic.

We exceeded our expectations overall with a 42% registration rate. What started as a neglected audience became really important to Sprint, providing reliable information about fans and their knowledge of the brand.

You may also like

Get in Touch

If you have something to say, we're here to listen

Go to the home