Mercado Libre's FOOH Soars for Free Streaming
Discover how Mercado Libre's ingenious FOOH campaign captivated audiences, unveiling their free streaming service, Mercado Play, with stunning visuals.
Mercado Play, Mercado Libre's new free streaming service, offers over 1,200 available titles. Its launch, orchestrated with a Fake Out Of Home (FOOH) campaign, has captivated audiences with its spectacularity.
This past weekend, thousands of social media users witnessed the viral spread of a couple of videos featuring giant cellphones flying over Mexico City, displaying the Mercado Libre logo on their screens. Wondering why? It was to announce Mercado Play, a free streaming service, which trended thanks to a Fake Out Of Home (FOOH) strategy.
A few days ago, the Argentine retail company sent oversized smartphones soaring across various points in Mexico City. Despite their lifelike appearance, they were actually part of a digital marketing stunt known as FOOH.
Utilizing CGI (Computer Generated Imagery) technology, the e-commerce brand astounded thousands of Mexico City residents.
Here's how Mercado Libre's FOOH campaign unfolded:
The use of digital and interactive marketing is now a key component in the majority of brand campaigns. And if viral reach is the goal, Fake Out Of Home is an excellent option, as demonstrated by Mercado Libre's strategy.
To amplify the visibility of their streaming service, Mercado Play, the marketplace opted for a FOOH action. Short videos depicted enormous cellphones hovering over Mexico City, seemingly held aloft by helicopters.
While some shots even showed people snapping photos, it was all part of the same pre-recorded clip to create the illusion of a real-time event—a hallmark of this CGI-driven marketing action.
But why choose FOOH to promote Mercado Play? According to Sol Díaz, Director of Entertainment at the marketplace, the decision to employ this digital resource was to craft memorable and contemporary content that aligns perfectly with how users experience the streaming platform's app on their phones.
Mercado Libre's Fake Out Of Home campaign will run until March 17th, featuring visuals set in Polanco, CDMX, which can be viewed on their official Instagram and X accounts.
Mercado Play: Free Streaming Service
In August 2023, Mercado Libre announced the arrival of Mercado Play, a free streaming platform. Currently offering over 1,200 titles, it refreshes its library weekly, adding 100 new pieces of content.
Since its launch, the on-demand content service has surpassed two million users in Latin America.
Amazon Prime Video is another leading streaming platform in Latin American countries, with Mexico being one of the most important markets. Here, Amazon ranks as the second most popular service (63%), just below Netflix, which dominates the national market at 87%, according to Statista.
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