Activation Tactic of the Week
Brands looking for new ways to capture the attention of thousands of fans in-venue and a multitude of others watching at home should take a close look at the following video, which showcases how SL Benfica, a Portugal banking institution, leveraged fans streaking to drive awareness for their brand.
While streaking (referred to as a pitch invasion in the spot) is commonly frowned upon in the United States and abroad, SL Benfica worked with the appropriate stakeholders (Portugese Football Federation, participating teams, actors, police, etc.) to create a special on-field moment that resonated with fans. While the correlated figures seem a little extraordinary, it was a terrific concept that was well executed during the match.
Check out the spot below:
Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too. The opinions expressed herein do not necessarily represent those of the publisher, SponsorPitch, LLC.