As the UEFA Euro 2012 qualifiers approach the final matches, Carlsberg is launching the first part of an integrated marketing campaign – challenging fans from around the world to show what they would do to win UEFA Euro 2012 tickets.
One winning fan will also have the chance 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 centered on Facebook and will later be supported by TV and outdoor advertising, on-pack designations and point of sale material. Over the coming months, Carlsberg will ask fans to visit its Facebook page to 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. The challenges will require a mix of football knowledge and passion for the UEFA Euro tournament.
Keld Strudahl, Carlsberg’s International marketing activation director, said: ‘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’. [Source: Sport Industry Biz]