How can advertisers take advantage of this opportunity?

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These figures represent a great asset for brands in the advertising world. Taking advantage of the visibility that these events provide and presenting themselves as a “young” brand is key for companies, as it has a very positive impact on businesses.

For Marc Carrillo , "this generation is so influential and so authentic that it demands relevance from brands and, in addition, it is not in traditional media."

The case of Volkswagen is a great example of this. The car italy phone number data brand wants to reach out to a younger audience and therefore decided to be present at the Balloon World Cup , as explained by the digital managers at the IAB Spain online meeting.

Alejandro Galera Sanz , Social Media Manager for Volkswagen Group Spain, said: “It was a huge opportunity, although risky because no one could guarantee us success . We like to do disruptive actions, not traditional advertising. In terms of results, it was incredible.”


Alejandro Galera, Social Media Manager: "It was a huge opportunity, although risky because no one could guarantee us success." #IABwebinar pic.twitter.com/dYbyS8ESBd


Beyond the visibility that the competition brought them (Ibai Llanos and Piqué constantly talking about the brand), Volkswagen achieved a huge ROI of 55% , which is well above the usual 2% or 3%.

João Candeias, Digital Strategist for the vehicle brand, said: “We need to be very present as a brand and anticipate the event, considering how to get involved in the stream.”

"We are very attentive to opportunities: we don't go looking for a streamer to collaborate with, we select projects that seem disruptive and innovative ," said Candeias, also referring to other events such as AliExpress's CMeada of the year or others.