EURO2008 was one of the biggest promotional events ever in Carlsberg China’s history. Its climax gave a Chinese consumer the honour of presenting the Man of the Match trophy to Spain’s Fernando Torres after the Final in Vienna.
Here Jason Wong, International Brand Manager for Carlsberg China, tells us about their campaign which attracted audiences of more than 2 million to a weekly Carlsberg television programme. Broadcast on national Chinese TV, these programmes were based around a competition to win the opportunity to present the Man of the Match trophy. But they also generated substantial, positive coverage of the brand, showing tours of the Feldschlossen brewery and interviews with Carlsberg senior management: |