The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By The Drum Team, Editorial

October 18, 2012 | 1 min read

Boca’s official sponsor, Nike set out to disprove one of the biggest myths in Argentine football surrounding the Bombonera (Boca Jr. Stadium). Boca rivals claim the stadium actually pulsates, generating fear and pressure that crumbles even the strongest competitor.

Along with BBDO Argentina Nike set out to prove Boca’s hardcore fans can make even the sturdiest stadium move. To do this Nike measured the stadium movement in the same way as an earthquake, on the Richter scale, using a seismograph.

The experiment was conducted at the brand new Estadio del Bicentenario which was designed to resist seismic movements, as it is located in Argentina’s “capital of seismic movements”, San Juan. Four accelerometer sensors were placed under the Boca fans stands with the objective to measure the movements for the full duration of the Copa Argentina (Boca vs. Racing) match.

The resulting three-minute long video – which can be viewed above – showed how the Boca fans managed to create trembles reaching 6.4 on the Richter Scale, disproving the long standing Bombonera myth.

Nike Bbdo

More from Nike

View all