Hugo Perruso RIO DE JANEIRO
Lancepress\ \
The first month of the Cidadão Rubro-Negro project was a success. Flamengo celebrates reaching over 80 subscribers during the period and is now entering the second phase. The first four weeks of the relationship program were dedicated to promoting and improving fan knowledge across Brazil. Now, fans can upgrade to paid plans, which offer even more benefits.
The program offers a free plan and two paid plans (see below). Each plan allows fans to accumulate points that can be exchanged for over 200 products, such as bicycles and televisions, as well as participating in promotions to meet a player or even join the team on the field. These are the benefits that Flamengo uses to attract fans.
“Our expectation is to reach 400 Flamengo fans in one year,” stated Flamengo’s marketing director, Ricardo Hinrichsen.
Flamengo is keen to emphasize that the Cidadão Rubro-Negro program has nothing to do with other clubs' fan memberships. According to Carlos Eduardo Ferreira, executive director of Golden Goal (the club's partner in the project), the loyalty program aims to build a database of fans across Brazil and has already made significant progress:
– O Cidadão is the official community for Flamengo fans. In just four weeks, we already have a much better understanding of the profiles of Flamengo fans across Brazil. In the future, we'll be able to classify them according to their characteristics.
Discover the program:\ Red-Black Citizen\ Loyalty program that offers access to exclusive prizes and services. Fans accumulate points through purchases and participation in promotions to exchange for products.\
PlansBronze (free); silver (annual fee of R$96); and gold (annual fee of R$396). Each plan offers exclusive benefits. Paid plans offer more points and more options. The gold plan will also allow for easier ticket purchases in the future using the red-and-black passport.
Punctuation\ The points are called “Flas”. Any interactive action on the website (www.cidadaorubro-negro.com.br) already guarantees some points.\
Product catalog\ Fla-Preto: more than 200 thousand products related to everyday life, such as bicycles and televisions; Fla-Red: exclusive club products, as well as promotions such as joining the team on the field or meeting a player. \