• by Karl Greenberg , May 7, 2010

Tecate is hoping to get people talking about their passion for soccer, with a search for the best soccer-fan story. The company's "Historias de Aficionados Con Carácter" program asks consumers 21 and older to share how far they have gone to watch the Mexican National Team play.

The fans with the most compelling stories will have the chance to attend a private viewing party to watch the Mexico vs. South Africa game on June 11 alongside the cast of Univision Radio's #1 show "Piolin por la Mañana."

The company is offering both an 800 number where people can leave a 30-second message and Tecate.com/historias to sign up. From now until June 10, Eddie "Piolin" Sotelo will choose the best three stories of the week, which will be aired on his show every Friday beginning May 7. Listeners then vote for the anecdote with the most "character" by calling Piolin's show or texting their vote to Piolin at 99692.

The brand is also launching a soccer-themed retail program including a commemorative 24-ounce can featuring team Veracruz star Cuauhtémoc Blanco Bravo; savings on viewing party items like tortillas, salsa, chips, etc. The company is also offering in-package materials for the first time: a 20-minute calling card inside specially marked Tecate 12- and 18-packs.

In addition, Tecate is hosting a series of appearances and autograph signing sessions in key U.S. markets with retired soccer players including Luis Roberto Alves "Zague," Manuel Negrete and Alberto Garcia Aspe.

Carlos Boughton, brand director for Tecate, says although the program is based in the U.S., the focus, as with all Tecate efforts, is the Mexican American consumer. He says the winner of the story competition will get a private viewing party of the Mexican National Team in the World Cup with Piolin and former members in Los Angeles.

"From a retail perspective, it is probably more complex than what we have done in the past because it has a radio component where people can call into Piolin's program, a Web site where people can find information and leave stories, and point-of-sale materials," says Boughton.

Boughton says the brand, distributed in the U.S. by Heineken U.S.A., is also promoting several professional boxing matches this year, including the May 22 fight at the Staples Center in Los Angeles between Rafael Marquez and Israel Vazquez; the June 26 bout between John Duddy and Julio Cesar Chavez, Jr., at the Alamodome in San Antonio, Tex.; and Juan Manuel Marquez versus Juan Diaz on July 31 at Mandalay Bay in Vegas.