EL HADO MADRINO
Ferruccio Soppelsa’s mascot plays on the radio and on Facebook, two media that seemed incompatible.
Spring brings us the urge to jump, to play, to have fun and to imagine an ideal world, full of fantasy and inhabited by magical characters. And so, naturally, there arrived at Ferruccio Soppelsa a restless, hilarious and playful mascot: EL HADO MADRINO. Ready to play with the fans of the Facebook page and to weave together easy but gripping puns, EL HADO MADRINO brought an idea that quickly captivated the usual followers and let us add new fans: LAS PISTACCHIOS DE SOPPELSA.
Every Monday EL HADO MADRINO makes his debut on the best-known radio stations in Mendoza, giving the “pistacchio” of the week with creativity, whose answer is always some natural flavor from Ferruccio Soppelsa. From then on, the audience can already leave their answer on the wall of the Ferruccio Soppelsa Helados. A few days later, EL HADO shows up on Facebook and reminds us of the challenge we are playing with, and he also helps us with photos, videos and songs that have some relation to the solution. That whole set of challenge plus clues has been christened by EL HADO MADRINO as “LAS PISTACCHIOS DE SOPPELSA”.
Once the week ends, EL HADO MADRINO reveals the answer with hilarious humor, and everyone who got it right takes part in a raffle for prizes that include kilos of ice cream and ice cream sundaes, increasing the number of winners week after week given the satisfying turnout, in order to keep the chances of winning up as the number of contestants grows.
With this strategy we managed to combine the use of a traditional and always-current medium like radio, and a relatively novel one with much to research and offer, which marks the communication of the beginning of the 21st century: Facebook. EL HADO MADRINO has been able to cross the barriers of time and of fantasy, becoming real to live up to the enthusiasm of children and grown-ups, to such an extent that he has had to start answering “in person” the comments and shows of affection received.
Because of his particular connection with children, EL HADO had another warmly received initiative: to invite boys and girls to celebrate “HELA-WEEN”, on October 31. The rule was very easy and caught on fast: you come in costume, you get an ice cream. In other words, adapting the traditional “Trick or treat” to something of EL HADO MADRINO’s own: “Broma o Helado”. From this initiative EL HADO himself gave some costume ideas, dressing up all through the previous week as different characters from fantasy and horror, keeping the warmth and the innocence the character had already taken on as a personality. After being photographed at our branches with the costume and the well-deserved ice cream, the children can upload their photo to the Facebook of Ferruccio Soppelsa Helados and keep winning ice cream as a prize for the highest number of “Likes”, thus encouraging creativity when choosing a costume and the setting of the photo.
The success achieved lets us keep EL HADO MADRINO active, in the role of mascot, with the possibility of being the “mentor” and protagonist of new actions and promotions according to the time of year, with the corresponding costume. With a simple, effective and affectionate idea, Ferruccio Soppelsa has managed to bring together two mass media that seemed incompatible, to keep its customers entertained and its followers attentive, winning new supporters and real friends.
EL HADO MADRINO presentation
First challenge
First resolution
Second challenge
Second resolution
Third resolution
