Viva Chiefs Kingdom: How the Kansas City Chiefs Documentary Strengthened Fan Connections in Mexico

Concept

`The production of the documentary “Viva Chiefs Kingdom,” produced and edited by The Kansas City Chiefs in partnership with Força Studio, Samba Digital’s creative studio, was a step forward in strengthening the relationship between the Kansas City Chiefs and their fan base in Mexico. The two-part documentary was premiered on Fox Sports Mexico channels and the Kansas City Chiefs YouTube channel, as well as being widely shared on social media, allowing it to reach a diverse audience that is passionate not only about the franchise, but also about the large fan base that lives in Mexico.

Objective

With the NFL’s popularity growing in Mexico, the Kansas City Chiefs were looking for innovative ways to connect with their fan base in the country. The goal was to create authentic and engaging content that captured Mexican fans’ passion for the Chiefs, highlighting personal stories and the evolution of the community over the years.

Synopsis

The two-part documentary, “Viva Chiefs Kingdom,” takes viewers on a journey through five Mexican cities – Chihuahua, Monterrey, Torreón, Puebla and Mexico City – and showcases the stories of dedicated fans who live their passion for the Chiefs.

Throughout the production, the Kansas City Chiefs and Força Studio teams worked to ensure that every moment captured reflected the authenticity of fan devotion, from the initial struggles of finding team merchandise in Mexico to the euphoria of winning Super Bowl LVIII. The inputs from Samba Digital’s creative studio were essential in ensuring that the fans’ stories were told with the emotion and respect they deserved.

Impact

In addition to its successful premiere on Fox Sports Mexico, “Viva Chiefs Kingdom” was the Kansas City Chiefs’ first all-Spanish audio-visual production and one of the first long-form content focused on fans outside of the United States.

The documentary was a strategic step in the international expansion of the Chiefs brand. As an example, of the posts on the @ChiefsEspanol profile on Instagram in July, the top two posts were related to the documentary.

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Uma publicação compartilhada por Kansas City Chiefs en Español (@chiefsespanol)

Results

The impact of the documentary was immediate. Audiences in Mexico connected deeply with the stories presented, significantly increasing engagement on the team’s social media channels, especially Instagram, where the Kansas City Chiefs followers and engagements continue to outpace other Clubs in market.

The collaboration between the Kansas City Chiefs and Samba Digital not only brought the team recognition in Mexico, but also reinforced the importance of producing local and culturally relevant content for an international audience.

Conclusion

The partnership between The Kansas City Chiefs and Samba Digital, through its creative studio Força Studio, demonstrated how an authentic and culturally relevant content strategy can strengthen connections with fans in international markets. “Viva Chiefs Kingdom is a testament to the passion that transcends borders and reinforces the importance of telling real stories that resonate with audiences.