Co-produced by Flamengo and Ferrorama.TV, Children's Day video breaks online records in 72 hours
The club is targeting children with a surprise meeting between young red-and-black fans and players, reaching over 5 million people on Facebook.
By Flamengo Communication - inChildren are the future of the Nation (Rubro-Negra), and Flamengo looks fondly upon its young audience. To take another step toward helping them, the club released a video last Friday, to celebrate the October 12th holiday, featuring young Flamengo fans, co-produced with Ferrorama.TV, which delighted the World's Largest Fanbase on the club's social media channels.
In its 72 hours on air, the numbers are impressive: there were more than 440 views on Instagram, 495 on Twitter, 134 on YouTube, and 1,8 million on Facebook—a network where the post reached an impressive 4,7 million people during this period. So far, the video is already FlaTV's third most-viewed video and the best-performing of the year on Facebook: at the time of writing, 5,1 million people had already been reached on this platform.
The co-production was the starting point for the project “Bate Rebate - Futebol para Crianças”, by Ferrorama.TV, in which children and teenagers aged six to 14 come face to face with professional football players in scenes filmed at the training centers of Brazilian clubs - all to highlight the sincerity, spontaneity, joy and innocence of the little ones."For Flamengo, this product was not only a thoughtful gift to the young Flamengo fans in honor of Children's Day, but also a prototype for us to evaluate the results of this type of content. It's part of Flamengo's vision that the club can and should pay more attention to children, who, in addition to possessing a charming joy and innocence, have a huge online presence," said Márcio MacCulloch, Flamengo's Director of Communications.
"For us, it was a huge leap to debut the project with Flamengo in the first episode. It's the biggest club in Brazil and has the highest social media following by far. It was a huge challenge, but production was very fast, the club's communications team was incredibly helpful, and the players' availability was crucial. We were very happy with the result. The idea was to surprise the children and make the rest of the fans feel represented and embraced as well," said Bruno Natal, responsible for the video's creation, executive production, and direction. Natal also highlighted the extremely positive response to the piece in times of intense social media hostility."Everyone knows how things can get online these days; a lot of people come in to criticize, but our video broke records in 24 hours, with practically only positive comments," he added.
According to figures from Ferrorama.TV, 52 of the 100 largest YouTube channels are for children and the children's audience on the site in 2017 was 120 billion views - a number that triples year after year.
Mechanics of action
To avoid spoiling the surprise, Flamengo announced on its social media that registration was open for what would be a one-day trip to the George Helal Training Center, known as Ninho do Urubu, in Vargem Grande. Children between the ages of seven and 11 were asked to record a video describing their favorite player, why, and what the best thing about being a Flamengo fan would be. The videos were to be posted on Instagram, tagging @Flamengo and using the hashtag #BateRebateFla.
The 16 winners were invited to a special visit to the training center and received an incredible surprise: while they were talking about their passion for the Mais Querido, César, Cuéllar, Diego, Everton Ribeiro and Henrique Dourado invaded the “interview” in a fright that immediately turned into a lot of emotion and joy.
Digital Flamengo
Flamengo's YouTube channel is the largest among Brazilian football clubs, with 1.1 million subscribers, and the fifth-largest in the world, behind only Barcelona, Real Madrid, Manchester City, and Liverpool. This month, the club became the first in the country to surpass 21 million followers/likes in the digital environment (Ibope/Repucom), boasting, in addition to its FlaTV subscribers, 11.5 million on Facebook, 5.3 million on Twitter, 2.9 million on Instagram, and 1.1 million on YouTube.
About Ferrorama.TV
With 14 years in the market, Ferrorama.TV has produced numerous TV shows, documentaries, DVDs, and music videos. Clients include Multishow, Rock in Rio, Anitta, and the Red Hot Chili Peppers. The company has won numerous industry awards, including the WME Vevo Best Music Video 2017, the Multishow Best Music Video Award, the Monet Award, and the MTV VMB Music Video of the Year.