Nike and BBDO Argentina proved that Boca’s fans can shake any stadium
The biggest myth in Argentine football surrounds the Bombonera (Boca Jr. stadium). They say it actually pulsates,… read more generating fear and pressure that crumbles the strongest of rivals. Nike, Boca’s official sponsor, wanted to prove that Boca’s hardcore fans can really make even the sturdiest stadium move.
The best way to prove it was to measure the stadium’s movement in the same way earthquakes are measured, on the Richter scale, by using a seismograph.
The place chosen for this field experiment was Estadio del Bicentenario, a brand new impressive stadium, that was designed to resist seismic movements as it is located in San Juan, the “capital of the seismic movements” in Argentina, and one of the most studied areas by seismologists around the world. To measure the movement of the stadium we installed a digital seismograph that received transmissions from 4 accelerometer sensors placed strategically under the Boca’s fans stands.The objective was to measure the movements for the full duration of the final of Copa Argentina (Boca vs. Racing) and see the increases at key moments when Boca’s fans had reasons to react.
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Advertiser supervisors: Adrián Cueto (Nike SOCO director de marketing), Diego Luque (Brand Connection Manager, Nike SOCO) and Diego Legname (Brand Communications Coordinator, Nike SOCO)
