Ballboards
In the crowded world of football sponsorships, most brands settle for visibility. Mercado Libre chose utility. During the 2024 Cariocão finals in Brazil, the e-commerce giant launched “Ballboards”—a tech-driven activation that didn’t just advertise during the match, it accelerated it. By embedding its brand promise of fast delivery directly into the gameplay, Mercado Libre redefined what functional sponsorship can look like. This wasn’t just clever—it was culturally resonant, emotionally intelligent, and strategically brilliant.
Campaign Overview
Partnering with GUT São Paulo, Mercado Libre introduced Ballboards—automated ball-launching billboards installed at the corners of the iconic Maracanã Stadium. These devices were designed to deliver footballs instantly during corner kicks, replacing ball boys and reducing delays. The activation was launched during the Cariocão finals, one of Brazil’s most-watched regional football events. With millions of fans tuned in, Mercado Libre had the perfect stage to showcase its speed—not through words, but through action.
Campaign Objective
Mercado Libre’s goal was to reinforce its reputation for speed and reliability in a way that felt authentic to Brazilian football fans. Rather than relying on traditional messaging or passive billboards, the brand wanted to demonstrate its value proposition in real time. The challenge was to create a sponsorship that didn’t interrupt the game—but improved it. By solving a real problem—delays during corner kicks—Mercado Libre positioned itself as a brand that doesn’t just deliver packages, but delivers experiences.
Execution
The execution of Ballboards was a masterclass in seamless integration. Each billboard was fitted with a precision ball cannon, programmed to launch a football to the corner flag as soon as a kick was awarded. The system was tested and approved by league officials to ensure safety and match integrity. What made the execution truly stand out was its subtlety. There were no loud slogans or intrusive branding. The Ballboard simply did its job—fast, efficient, and reliable. Commentators praised the innovation live on air, and fans quickly took to social media to share clips of the activation in action. The campaign became a talking point not because it demanded attention, but because it earned it.
Brand Impact
Ballboards had a profound impact on how Mercado Libre was perceived. By improving the actual gameplay, the brand moved beyond sponsorship into service. Fans appreciated the smoother match experience, and commentators highlighted the brand’s contribution to the sport. The association between Mercado Libre and speed was no longer conceptual—it was proven. Brand recall surged during the finals, and the company was widely praised for its creativity and relevance. In a market saturated with passive advertising, Mercado Libre stood out by being active, useful, and emotionally resonant.
Results
The GamerLoan Campaign delivered outstanding results, driving a 248% increase in loan requests and enabling 7 out of 10 young Ecuadorians to access loans. In its very first week, the campaign saw $282,956 pre-approved, highlighting its strong impact and immediate success.
Lessons Learned
Ballboards offers a powerful lesson for small businesses: solve a real problem, and your brand will earn attention organically. Functional branding—where your product or service improves the customer experience—is far more memorable than traditional advertising. You don’t need a stadium or a cannon to apply this principle. Whether it’s simplifying a checkout process, offering faster support, or creating tools that save time, utility builds trust. Mercado Libre didn’t interrupt the game—it improved it. That’s the kind of brand behavior that sticks.
