Espanyol's 'hacking' of the Generalitat de Catalunya in its Feel the colors campaign achieved success rarely seen in a very short time on social networks. The impact was such that in just over 48 hours the video of the blue and white entity managed to quadruple the number of views of the original spot. Within a few days, it had reached a recruitment ratio of 60,000 users and more than 10,000 mentions on networks. All in all, the financial value of the campaign is now over 4.5 million euros, according to the club.
Under the premise that the colors of RCD Espanyol represent only a part of the immense spectrum of Catalonian colours, which has seen thousands of entities from different sports grow, with millions of plural and diverse fans, the communication department decided to make a particular response. of the Feel the colors campaign launched by the Generalitat in collaboration with FC Barcelona.
They realized the possibility of carrying out the campaign during the market closing, with the little time that this leaves but aware that the opportunity required acting quickly. With creativity, irony and the collaboration of other areas of the club, they managed to launch the web www.feelthecolours.cat and .com in just over 24 hours, taking advantage of the fact that the promoters of the campaign had not done so. A website open to all entities and fans of Catalonia. Of course, they also created their own campaign video and a very tongue-in-cheek twitter thread.
In addition to a reaction to the video of the Generalitat, an attempt was made to transform a problem into an opportunity. The results were not delayed. To begin with, the campaign has been the subject of debate by a large part of the population on social networks, in addition to having been discussed in numerous media.
In just over 48 hours, the number of views and engagement quadrupled those of the original campaign. As of February 13, ten days later, the engagement ratio (capture) was 60,000 users, mentions in networks exceeded 10,000 and there was a positive sentiment from 41% of users. After Spain, the United States was the country in which it was followed the most. And more than 30 entities and hundreds of fans from other clubs (in addition to thousands of parrots) have endorsed the initiative. All this has meant that the economic valuation of the campaign based on the exhibition is 4.5 million euros. A great advertising success for the blue and white entity.
