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Fitbit will implement a different marketing approach in Brazil compared to the U.S. in order to generate buzz around the brand name. To capitalize on Brazil’s deep passion for soccer, Fitbit will introduce the Fitbit Flex to the Brazilian market during the weeks leading to the 2014 World Cup. In order to meet local and cultural taste, Fitbit will launch the “Brazilian World Cup 2014” version with a color scheme that correlates with the colors on the Brazilian flag. This special edition of the Fitbit Flex will be available in retail stores in major cities such as Sao Paulo, Rio de Janeiro, and Salvador.
Before mass distribution of the Flex wristband, Fitbit will give samples to the National Brazilian team to wear during their practice for the World Cup to create excitement about the product. Then, Fitbit will produce an online video-series on YouTube, Google+ and Okrut showing the players with the wristbands as they practice on the soccer field. The most popular players will have their results posted on social media such as Facebook and Twitter in order to be viewed by the thousands of fans.
As more Brazilians move into the middle class, many individuals have become accustom to digital and mobile technologies. According to the Forbes article, 4 Prediction of the Brazilian Mobile Phone Market, Brazil has about 260 million mobile users as of October 2012 and an expected 76 million users will have smartphones by the end of 2013. As for internet usage, Brazil is the world’s fifth-largest online market with 78.5 million individuals with access to the internet and 47.5 million active users based on research by IBOPE and Nielson Online ( Coelho, 2012) To take advantage of the growing numbers of mobile and internet users, Fitbit Flex will use mobile advertising to increase brand awareness and generate traffic to the company’s website where consumers can purchase the Fitbit Flex.The Brazilian 2014 World Cup version of the Flex wristband will...