April 22, 2010
World Cup fever goes high-tech in Colombia
Despite the fact that Colombia’s national team is not qualified for the upcoming World Cup in South Africa, football fans are looking for ways to watch the matches, no matter the cost or place. Plasma, LCD and LED TV manufacturers expect to double their sales, and DirecTV is flooding media with promos for its exclusive HD total coverage.
Meanwhile, early adopters are buying mobile phones with TV capabilities so they can watch the matches at work or on public transport (most games are scheduled during business hours). The desired gadgets are recently imported Chinese mobiles, able to capture TV signals on a two-inch LCD screen. They’re not offered by mobile operators but are available for around $220 via online auction sites like Mercado Libre, small tech stores and the black market.
Since an average Colombian earns $300–$500 a month, people must use savings or rely on credit to fund these new TV sets, satellite subscriptions and high-tech mobiles; some are hoping to get lucky by playing the popular “pollas,” or betting games created around the World Cup. Brands have a unique opportunity to help fans whose fervor exceeds their budgets and connect them with their passion in new ways. It is a good chance to go beyond the 30-second spot and enhance the fans’ experience.
Photo credit: StewieD