Coca-Cola et le portefeuille perdu des supporters du Benfica

Imaginez que vous avez trouvé un portefeuille contenant un billet pour le grand match de football du dimanche soir, et que le billet appartenait à un fan de l’équipe rivale. Une situation très simple qui a donné lieu à une activation maligne de Coca-Cola Portugal.

Pour le match entre les fans du Sporting Benfica et du Sporting Lisbonne, Coca-Cola Portugal a volontairement perdu un portefeuille en le laissant sur le sol du MegaStore de Benfica, portefeuille contenant un billet pour cette rencontre à haute tension ainsi qu’une carte de membre du Sporting Lisbonne.

Après une journée d’activation, il s’avère que 95% des fans mis à l’épreuve ont rendu le portefeuille d’entrée de jeu (bravo à eux car la demande pour ce match était extrêmement élevée et on aurait plutôt tablé sur de l’égoïsme pur et dur de la part des supporters). Coca-Cola les a donc récompensé avec des applaudissements, des poignées de main et des places pour ce grand match (et bien évidemment une bouteille de Coca-Cola rouge).

L’expérience ne s’arrêta pas là puisque les bonnes actions des heureux gagnants furent diffusés en direct sur l’écran géant du stade devant tout le public. Une belle manière de célébrer et mettre en avant ces bons Samaritains.

Une bonne opération qui permet à Coca-Cola d’activer son partenariat de manière innovante tout en donnant vie une fois de plus à la signature de la marque « Open Happiness ».

Concernant le match, le Sporting Benfica l’a remporté 1-0.



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