O GOL EM TRÊS DIMENSÕES: O CINEMA, O MARKETING DE EXPERIMENTAÇÃO E AS NOVAS FORMAS DE CONSUMO E ENTRETENIMENTO DO PRODUTO FUTEBOL

Abstract

During the decades of 1950-1960, the Brazilianpublic watched the matches of World Cup Soccer incinemas, days after the national team games on videotape.In the first half of 2011, the display in three dimensions (3D)of the final match of the Champions League of Europe incinemas Brazilian football placed soccer in the center of theentertainment industry. This paper discusses how the mostpopular sport on the planet is housed in modernconsumption strategies, such as marketing experimentation,and how does the strategy work on the relationship ofconsumers with their products of interest through theexperience of unique and unforgettable experiences. Weinvestigate also the relationship between sports andentertainment industries, and how the media contribute tothe commodification of football and its place in the universeof this industry, which has consumption as the main vertex.

Index Terms - Consumer supporter, cultural convergence,relationship marketing, 3D and YouTube.