CARLSBERG

EURO 2016 - Local Activation

Project Summary

Carlsberg, as an official sponsor of UEFA EURO 2016, wanted to offer the all football fans, probably the best football experience!

 For the purpose we created a website meant to serve as the ultimate hub for the Euro 2016 experience! Through this site users could participate in our 2 main competitions:

- MAN OF THE MATCH: An interactive online competition where users picked a friend from their Facebook profile and gathered votes to win a trip to EURO 2016 and the opportunity to represent Cyprus by presenting the Man Of The Match award to the best player of the game!

- CODE COLLECTOR: A code entry competition, where participant had to enter a code found on every Carlsberg bottle and can, every code entered counted as a participation to the draw. Several draws took place on a weekly basis, and the prizes included Hospitality Packages to France for UEFA EURO 2016, Samsung Galaxy S7 phones and Samsung LED TVs.

The campaign was supported by on-trade promotion at bars and pubs around Cyprus where fans could watch the game, win prizes and of course... enjoy an ice cold Carlsberg.

CLIENT: CARLSBERG
DATE: Jul 10, 2016
The Challenge

- To create probably the best Euro 2016 experience - Execute a sales driven competition (off-trade & on-trade) with codes via product purchase (online participation & validation) - Man of the Match: Create an interactive online competition to win the ultimate football experience! - On-Trade games & promotions

The Solution

Carlsberg will offer its consumers the ultimate hub for the Euro 2016 experience, a website with exclusive content, updates, highlights etc. during the entire campaign which lasted from February to July 2016. Users could create their own profile with accumulated codes, as well as scores from other competitions linked to the Euro 2016 experience (Man of the Match, Win Tickets and On-Trade bonus codes collected through Kick-Ups competition). The campaign was promoted through Social Media, Google's display and search network and YouTube.

Results

The biggest football promotion in Cyprus... Probably. - More than 6,000 Unique Accounts created - Over 119,000 code entry participations - Over 200% increase of Page Views and Interactions on Carlsberg's local Facebook page