In this talk, Andrés González Casco questions how traditional advertising interrupts the user experience instead of moving them through storytelling. Faced with this scenario, the newspaper Olé leverages its community of nearly 20 million followers and a key fact: in Argentina, three out of four sports consumers do so exclusively through social media. To capitalize on this, the media outlet creates a synergy between its digital journalists and commercial team, achieving an intersection that integrates brands symbiotically into its ecosystem.
This strategy rests on two journalistic pillars: telling stories adapted to new formats (like reels and carousels) and connecting with the fan’s passion, Olé’s hallmark for almost 30 years. As examples, he highlights the Quilmes and Mercado Libre campaign showcasing the sacrifices fans make to travel to the 2025 Club World Cup, and a collaboration with Panini that reveals how collectible cards are manufactured instead of pushing a direct sale. He also emphasizes the value of bringing brands into spaces built for audience participation and interactivity.
Reaching this “sweet spot” brings integration challenges, as it requires coordinating different work rhythms and aligning commercial goals with editorial logic. To wrap up, he summarizes the proposal into three premises for modern media: create solid content that generates genuine interest in the community; capitalize on the priceless emotion of being a fan; and offer real value that makes the post relevant enough for users to consume it to the end, share it, and comment.
Don’t miss the full presentation! Watch Andrés González Casco’s Lightning Talk at Media Party 2025 (English subtitles available).
Speaker Profile
Andrés González Casco
Social Media & Content Manager, Olé
