Mercado Libre turns football chants into real-time discounts
Mercado Libre introduced Discount Chants, an innovative campaign that transforms football passion into a live shopping experience. The initiative turned fans’ chants into real-time discounts.
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Mercado Libre introduced Discount Chants, an innovative campaign that transforms football passion into a live shopping experience. The initiative turned fans’ chants into real-time discounts.
The campaign took over stadium screens and signage, identifying products mentioned in supporters’ songs and instantly activating promotions on Mercado Libre. These offers were displayed throughout the stadium, synchronizing fans’ passion with a tangible shopping opportunity. In Chile, the initiative came to life at San Carlos de Apoquindo Stadium during the match between Universidad Católica and Palestino.
Discount Chants stands out by organically inserting the brand into one of Latin America’s most iconic cultural phenomena: football supporters’ chants. Rather than interrupting the experience, it amplifies it, creating a genuine connection with fans.
Credits
View on- Agency GUT/Buenos Aires
- Production Company Ana Martin-Buitrago
- Director Felipe Morales
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Credits
View on- Agency GUT/Buenos Aires
- Production Company Ana Martin-Buitrago
- Director Felipe Morales
- Chief Creative Officer Joaquin Cubria
- Chief Creative Officer Matias Lafalla
- Chief Creative Officer Ramiro Rodriguez Cohen
- Chief Creative Officer Christian Rosli
- Chief Creative Officer Joaquin Campins
- Chief Creative Officer Federico Russi
- Executive Creative Director Nicolas Feldman
- Executive Creative Director Diego Fernandez Posada
- Executive Creative Director Sebastian Regiani
- Executive Creative Director Guido Donadio
- Executive Creative Director Jose Mario Munoz
- Creative Director Nicolas Cortese
- Creative Director Matias Irigoytia
- Creative Director Agustin Osman
- Creative Director Jorge Gomez Adrover
- Art Director Juan Camilo Laverde
- Copywriter Andres Dominguez Pimienta
- Head of Art Solana Viton
- Director of Production (HP) Mariana Jauregui
- Producer Franca Passarelli
- Producer Cynthia Maria Fornero
- Editor Sergio Corbalan
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency GUT/Buenos Aires
- Production Company Ana Martin-Buitrago
- Director Felipe Morales
- Chief Creative Officer Joaquin Cubria
- Chief Creative Officer Matias Lafalla
- Chief Creative Officer Ramiro Rodriguez Cohen
- Chief Creative Officer Christian Rosli
- Chief Creative Officer Joaquin Campins
- Chief Creative Officer Federico Russi
- Executive Creative Director Nicolas Feldman
- Executive Creative Director Diego Fernandez Posada
- Executive Creative Director Sebastian Regiani
- Executive Creative Director Guido Donadio
- Executive Creative Director Jose Mario Munoz
- Creative Director Nicolas Cortese
- Creative Director Matias Irigoytia
- Creative Director Agustin Osman
- Creative Director Jorge Gomez Adrover
- Art Director Juan Camilo Laverde
- Copywriter Andres Dominguez Pimienta
- Head of Art Solana Viton
- Director of Production (HP) Mariana Jauregui
- Producer Franca Passarelli
- Producer Cynthia Maria Fornero
- Editor Sergio Corbalan
The campaign is particularly relevant because it demonstrates how a brand can meaningfully integrate itself into popular culture, using real-time technology to generate tangible business impact.
The idea stemmed from a simple yet powerful observation: Latin American football fans are incredibly creative, and that creativity comes through in their chants, where they literally sing about everything. That universe became the perfect platform to prove that Mercado Libre has everything.
“At Mercado Libre, we are constantly looking for new ways to connect with our users during the moments that matter most to them. We are making a strong commitment to football: the clearest example is that Chile’s Primera División 2026 carries our name, we recently launched the official Panini album on our platform, and now we are connecting with fans’ passion directly inside the stadium,” said Catalina Gerstle, Marketing Manager for Mercado Libre’s Andean Region.
The campaign was developed by GUT Buenos Aires, bringing Mercado Libre’s innovation directly to the heart of the football experience.
