A Creatively Integrated Brand Sponsorship.
One of the greatest challenges for every brand is to create a deep connection with those most critical to their business success. It’s not necessarily a matter of making a deep connection with every single person in your market, but about choosing those select few who will allow you to leverage that success across your customer or client-base. Coke have come-up with a creative approach which has done just that with their integrated brand sponsorship campaign with football club Benfica in Portugal.
Coke leveraged the possibilities that being a major sponsor provides beyond naming and branding rights through banners, signage and corporate boxes.
They developed an integrated campaign through social media offering a ‘money can’t buy’ experience to fans of Portuguese football club Benfica – connecting the passion of football fans with their product through a once in a lifetime experience. For the social generation, experiences that can be instantly translated into public bragging rights through their own social media channels creates a brand connection of the highest order – as this example shows…