Xfinity is handing its World Cup coverage to a lizard of many colors, enlisting a new character to appeal to soccer fans who must root for another country’s team, since the US did not qualify for the tournament.
The World Cup marketing campaign from Xfinity, called ‘Unexpected Experts,’ is largely a social media effort involving a character named Chema the chameleon, who will take over Xfinity’s social accounts during the tournament to share stats, predict winners and drop expert knowledge with fans in a lighthearted way. This soccer-themed campaign will be aimed primarily at the US Hispanic market.
The intent of the campaign is that, with the tools that Xfinity is providing for the World Cup, including Chema, anyone watching can become an unexpected expert. Chema is seen watching people watch the matches, and promotes the features of Xfinity streaming, internet and X1 tools to enhance the viewing process. In each spot, we learn a bit more about Chema, like that he doesn’t mind interspecies dating. In one, we learn that he ruined a relationship with a butterfly because he turned red. In another, he tells that a snail he dated was a good soccer player. In a third, his color changing is precise in making a replica of a Costa Rica jersey.
“Xfinity has the best soccer experience and we wanted to come up with a fun, social campaign that seizes on the notion of being an expert and play off of the cultural fascination with animals picking winners,” said José E. Vélez-Silva, vice president of multicultural marketing communications at Comcast.
The campaign features video ads in English and Spanish and will run in more than 20 key markets. It will include broadcast ads on Univision, Telemundo, Bravo, E!, USA, The Weather Channel and other networks; digital spots across Univision and Telemundo properties; and print, radio and out-of-home buys in key local markets.