Coke’s Benfica Box Becomes Eagle’s Nest Fan Dormitory


The drinks’ giant’s corporate box at Lisbon’s Benfica Stadium has been transformed into a dormitory to give football fans and Coca-Cola drinkers an unforgettable night’s sleep.


Coke Portugal, who worked with agency O Escritorio, has unveiled a campaign revolving around their Box at Benfica’s Estádio da Luz (Stadium If Light) which the initiative has renamed the ‘Eagle’s Nest’.


The Coke converted space has become a branded dormitory for seven fans. The brand is running a competition which offers fans the opportunity to win a pre-match night’s stay for seven.


The prize isn’t simply an overnight stay. It includes a set of pre kick-off activities including dinner and breakfast at the stadium’s Cathedral restaurant, access to the stadium gym, a tour of the stadium, the chance watch highlights with a surprise guest, and an interview for Benfica TV.


Fans enter by applying a week before the game they want to attend. Applications can be made through Facebook or the Coca-Cola Portugal website.


It is available to any member of the Sport Lisboa e Benefica aged between 18 and 25 – all members can invite seven of their friends to join in a bid for the dorm.


Entrants must simply send a statement as to why they deserve the unique experience to Mr Jorge Jesus – the Benfica’s team coach. Jesus will then choose the winner.


Coca-Cola has sponsored Sport Lisboa e Benefica for more than a decade – its support dates back to 2000. In return for its sponsorship, the drinks brand gets banner advertising outside the stadium and advertising boards running around the different seating levels.


The corporate box is part of the deal too and originally it is for Coca-Cola Portugal employees and families. But the decision to open the box to non employees through the competition came after Coke Portugal decided it seemed unfair on its customers that only Coca-Cola employees benefited from this exclusive facility.




Not only does this innovative idea brings a fresh approach to the somewhat tired and elitist tradition of the corporate box, but it also shows that the brand is willing to be fair and loyal to its customers.


It follows in the footsteps of a series of other original marketing ideas at the stadium.


These included the ‘Rivalry Wallet’ initiative. This saw a wallet containing no cash but just a ticket to a match left on the floor of the stadium box office. Anyone who handed the wallet in, instead of selfishly (illegally) keeping it and the ticket to themselves, were rewarded for their good citizenship with the very best seats at the stadium.





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