Fans at the World Cup are lining up for a unique souvenir: free charm bracelets. The bracelets, which are customizable with charms specific to host cities, have become a must-have item for fans. Over 700,000 have been given out so far, with fans waiting in line for over an hour to get one.
A New Marketing Approach
The bracelets are part of a new marketing approach by sponsor Bank of America, which is giving them away for free. The company’s Head of Sports and Entertainment Marketing, Cindy Nguyen Thomas, said that the response has been overwhelming, with fans perceiving the bracelets as a celebration of the U.S. Men’s National team or the 250th anniversary of the United States.
The bracelets have become so popular that they are already showing up on resale platforms, with some sellers asking for as much as $500. Fans say that they plan to keep the bracelets as a memento of the World Cup, with one fan saying that it’s a “once-in-a-lifetime item”.
Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.
