Belgium Cup Final

March 22nd 2014: Sporting Lokeren – Zulte Waregem for the Belgium Cup Final

The Belgium Cup Final was played by two teams with the same sponsor, but due to a competing brand sponsoring the cup this partner wasn’t welcome in and around the King Boudain stadium in Brussels. Both supporter groups we’re looking enormous forward to this event and with 40.000 spectators it promised to be a beautiful match. But, what if you can’t activate your sponsorship during such an event with so many fans? We just decided to do it before the supporters arrived in Brussels!


And so it happened. With large advertising trucks saying ‘Good luck’ all supporters got some support from the sponsor. The trucks were located on strategic

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locations and were placed 3 days before the match. On the match day itself, six of them drove around the region to increase the awareness. DVD’s with the highlights of the tournament matches so far were handed out the week before the match to watch at home, in the bus or in the bar. It speaks for itself that the brand had good visibility here.

But, good visibility was not

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everything. It was a perfect moment to announce a message, saying to especially look for a specific location in the region. This was also mentioned through Facebook, Twitter, websites, news letters and the local and national press mentioned something like a ‘living billboard’.

The result of this guerrilla stunt were actual traffic jams, press who stopped by, social media exploded and many, many honking buses and cars. The day after the finale both parties kept mentioning this topic, even the losing team.

As a photo says more than a thousand words, here’s the evidence how betFIRST wished all supporters good luck for the cup final!

Here’s a film report of the cup final and the activation of betFIRST, followed by some photo’s.
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