Brands see Social Media platforms as a key marketing platform. Tools like Facebook or Twitter are commonly used to give visibility to brands, to promote products or events or to announce new partnerships and associations between the brand and its ambassadors. These technique usually implies using the required social media platform (either the brand’s or the player’s accounts) for a particular action and for a finite period of time. However, there are also brands like Police, that decide to make the best of their association with the brand ambassador (Neymar Jr. in this case) and use its image in their digital promotions, purely as a traditional piece of advertising that we could find in a magazine.
One of the main advantages of social media is having the ability to engage with fans and create unique content to share with consumers… but at the end of the day it is also another medium to give visibility to the brand through traditional printed ads.