As the sponsor of UEFA EURO 2012 in Poland and Ukraine, Carlsberg is launching an interactive marketing campaign that encourages international fans to show what they would do to win tickets for the matches.
The luckiest of all will have the chance to win the ultimate reward, which is presenting the Carlsberg Man of the Match Award to the winning player at the Final of next summer’s tournament.
Although, the tickets for the tournament are sold out, the Carlsberg Fan Challenge will give fans the opportunity to win the tickets for the group matches and merchandising through monthly competition. The campaign takes place on Facebook and will later on be supported by TV and outdoor advertising, on-pack designations and point of sale material.
Keld Strudahl, Carlsberg’s International Marketing Activation Director, explains:
“Carlsberg has always been a fan of football and we truly value our good connection and engagement with the fans. We would like to continue that connection to UEFA EURO 2012™ and our campaign will reward fans from all over the world who go online and say what they would do to attend the tournament. Then, through a series of challenges, a lucky few will compete to earn the chance to present the Carlsberg Man of the Match Award to the winning player straight after the Final itself. No one else can offer football fans such amazing experiences and we’re excited to see what they will do for the love of the beautiful game.”
For participating, users have to like the Carlsberg’s Facebook page and take a try in a series of challenges and tasks to prove what they would do to get to the tickets. For every finished task the user will get the virtual UEFA EURO 2012™ Fan Challenge trophy. The winner is simple, one with the most trophies won will have more chances to win the tickets.
After that, to win the chance to present the Carlsberg Man of the Match Award at the UEFA EURO 2012 Final fans needs the football knowledge and the inevitable passion for the game so they can answer the questions.
UEFA EURO 2012 will be the Danish beer’s brand’s seventh consecutive tournament as Official Sponsor. Over the first competition in the ’88 has grown into a fourth largest brewer in the world. The Carlsberg UEFA EURO 2012 campaign aims to enhance the brand’s new positioning, it will be unveiled in April 2011, which encourages people to “step up and do the right thing” under the strap line of ‘That Calls for a Carlsberg’.