Digital led activity to reward football fans with UEFA EURO 2012™ tickets
As the UEFA EURO 2012™ qualifiers approach the final matches Carlsberg is launching the first part of an integrated marketing campaign which challenges fans from around the world to show what they would do to win UEFA EURO 2012™ tickets. One lucky fan will also have the chance to win the ultimate reward – to present the Carlsberg Man of the Match Award to the winning player at the Final of next summer’s tournament.
Although the tournament in Poland & Ukraine is already a sell-out, the Carlsberg Fan Challenge™ will give supporters the opportunity to win tickets to group games and Carlsberg UEFA EURO 2012™ merchandise through monthly competitions. The campaign is centred on Facebook and will later on be supported by TV and outdoor advertising, on-pack designations and point of sale material.
Over the coming months, Carlsberg, one of the longest serving UEFA EURO™ sponsor, will ask fans to visit www.facebook.com/Carlsberg. There they will be asked to “Like” the page and undertake a series of challenges and tasks to prove what they would do to get to the tournament. Every successfully completed task will be rewarded with a virtual Carlsberg UEFA EURO 2012™ Fan Challenge trophy. The more trophies fans earn the more chances they will have to win tickets in the monthly competitions.
Then, as the tournament gets closer, participants will start to battle it out to win the chance to present the Carlsberg Man of the Match Award at the UEFA EURO 2012™ Final. The challenges will require a mix of football knowledge and passion for the UEFA EURO™ tournament. Successful entries will also reflect Carlsberg’s commitment to responsible behaviour.
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.”
Carlsberg first sponsored the European Football Championships in 1988 and UEFA EURO 2012™ will be the Danish brand’s seventh consecutive tournament as Official Sponsor. Over that time the company has grown to be the fourth largest brewer in the world. The Carlsberg UEFA EURO 2012™ campaign reflects the brand’s new positioning, 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’.
To get involved and show what you would do to win tickets and earn the chance to present the Carlsberg Man of the Match Award at the UEFA EURO 2012™ Final, visit www.facebook.com/Carlsberg.
Contacts:
Media Relations: Ben Morton: +45 3327 1417 / +45 2278 1417 / ben.morton@carlsberg.com
Notes to Editors
About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. More than 43.000 people work for the Carlsberg Group, and its products are sold in more than 150 markets. In 2010, the Carlsberg Group sold more than 135 hectolitres of beer, which is about 40 billion bottles of beer annually.
Carlsberg’s long-standing involvement with football
Carlsberg is one the longest standing sponsors of the European Football Championships having first started in 1988, and is Official Partner to UEFA EURO 2012™.
The brand has a long heritage of supporting football through major international sponsorships of national teams and international tournaments. Starting in the 1970’s, Carlsberg was the first commercial sponsor of the Danish national team and national league. The Denmark sponsorship continues today along with partnerships with the national teams of England, Ireland, Serbia and Bulgaria.
In club football Carlsberg has wide ranging partnerships throughout Europe and beyond including a long running association with Liverpool FC, a recently announced deal with Arsenal plus Tottenham Hotspur (England), FC Copenhagen, OB-Odense (Denmark), Hamburg SV, Hertha Berlin, FC St. Pauli (Germany), FC Porto (Portugal) and many more.