Rakuten Entertains Fans with 'Most Likely To' Video Series

PROJECT DESCRIPTION
Rakuten’s ‘Most Likely To’ series takes a digital-first approach to audience engagement and creatively connects fans with their favorite team at a time when in-person interactions are limited. With pandemic-related restrictions since early 2020 limiting FC Barcelona’s in-person interactions with their fans, Rakuten and FC Barcelona innovated new ways to connect with fans through authentic social content. In the ‘Most Likely To’ series, FC Barcelona players are quizzed on how well they know their teammates including who is ‘most likely to’ do something using Rakuten Services. A highlight of the series is the presence of first-team players who intersperse never-before seen perspectives in their light-hearted responses. From revealing which player is most enthusiastic about discounts to who is tuned in to shopping trends and even who is most likely to cry watching a movie – the series tells all.
Rakuten’s diverse services including e-commerce, video-on-demand service Rakuten TV, calling and messaging app Rakuten Viber, and e-reading service Rakuten Kobo are featured including shopping platforms - Club Rakuten, Rakuten France and their counterparts in Spain and Germany. While the ‘Most Likely To’ series entertains fans with insight on their favorite players, it also plays a bigger role in increasing Rakuten’s brand awareness, especially in Europe and establishing Rakuten as a brand that FC Barcelona fans can connect with and rely on.
THE RAKUTEN ECOSYSTEM
Rakuten Group’s mission is to contribute to society by creating value through innovation and entrepreneurship. By providing high-quality services that help users and partners grow, Rakuten aims to advance and enrich society. With Rakuten operating 70+ businesses across 30+ regions world over, the ‘Most Likely To’ series enables Rakuten to share its brand story while seamlessly integrating its diverse services. Through the series, Rakuten highlights its value as a lifestyle brand with services that help users to SHOP (eCommerce), READ (Rakuten Kobo), WATCH (Rakuten TV) & CHAT (Rakuten Viber).