A conventional advertising campaign wasn´t enough. We had to be more ambitious and change the way they interacted with the championship. So we created Get on the Field, an event with which Sagres would make possible the wildest dream of every football lover: to experience what it feels like to be a pro, to play for real, in stadiums full of passionate fans (during halftime of official matches). And of course, we made Sagres the passport to this dream.

Consumers had to form teams with friends and/or family, collect the bottle cap codes from Sagres and enter them on the Get on the Field website. Every week there was a count and whatever teams entered the most codes would… Get on the Field. A one-in-a-lifetime experience that would make them remember those days (and of course, Sagres) for the rest of their lives.

-284.630 unique visits to the promotion website-More than 8.5 million codes entered by consumers-More than 2.000 teams created by consumers-More than 10.1 million page views (in a country with a TOTAL population of 10 million people)-30 minutes was the average time that consumers spent on the website interacting with the brand-Increase of over 250.000 spectators at the stadiums (average, when compared to the previous year)-Sagres conquers and keeps (along the whole year) market leadership for the first time in 22 years