Photo: Coca-Cola Portugal Facebook.

Sponsorship is often misunderstood and poorly utilized, even within the marketing ranks.

So, it’s good to see a terrific example of sponsorship activation from Coca-Cola Portugal.

Building on its sponsorship of Benefica Stadium, Coca-Cola decided to engage its fans with a contest for special access to a luxury suite.  Been there and done that, you say?  Maybe, but not like this!   Coca-Cola created a unique experiential setting for eight fans (teammates) to enjoy in their very own ultimate sports fan dormitory.  Promotion communication included social media marketing with Facebook.  Check it out. Continue reading →