Carlsberg Launches ‘Fan Squad’ Campaign and On-pack Promotion
07 Apr 2014 --- To support its sponsorships of the Barclays Premier League and England team Carlsberg UK has created the ‘Carlsberg Fan Squad’ to amplify fans’ enjoyment of the beautiful game.
The campaign will run on-pack and be supported by print, broadcast, POS and digital with prizes available across the footballing calendar starting this week until December 2014.
The Carlsberg Fan Squad is headed by a trio of celebrity football fans including comedian, Paddy McGuinness, former Arsenal and England legend, Ian Wright, and Sky Sports Soccer Saturday’s, Jeff Stelling. Its aim is to listen to genuine fans, celebrate what is great about football and understand what more can be done to improve fans’ experiences.
A Fan Squad on-pack promotion featuring Wayne Rooney, Ricky Lambert, Steven Gerrard and Michael Carrick will offer consumers the chance to win a place at the ‘ultimate England experience’ at Wembley Stadium in October, simply by entering a unique code at www.carlsbergfansquad.co.uk. Ten winners will be drawn every week for 15 weeks and be accompanied by three friends where they will watch an England UEFA Euro 2016 qualifier, enjoy the ultimate pub snacks and be entertained by legends of the game. Over 100 TVs and Carlsberg branded items including flags, cooler bags and T-shirts are also available.
The Fan Squad campaign will be supported by consumer-driven marketing activity across print, broadcast, POS and digital. A new television commercial featuring Paddy McGuinness, Ian Wright and Jeff Stelling will bring to life the Fan Squad in the ‘Eternal Optimist’ pub and is scheduled to air between May and July including the final weekend of the Premier League and the World Cup.
A Carlsberg Fan Squad Twitter promotion is running until the end of the Barclays Premier League season @CarlsbergUK offering football fans the chance to predict the scores of Barclays Premier League fixtures in return for match tickets. Its aim is to place Carlsberg at the heart of football conversation and get tickets back into the hands of fans that might not ordinarily be able to attend matches.
A new Retailer Incentive for Impulse customers also launched in March. New and existing customers stocking Carlsberg and Carlsberg Export can enter the promotion to win a trip to Rio by photographing their retail display and uploading their images to a dedicated impulse retailer incentive website at the Carlsberg website. Later in the year customers stocking other Carlsberg UK products including Tuborg, San Miguel, Mahou, Staropramen and Somersby Cider will have the opportunity to win a new van or city break. The incentive aims to reward and share best practice across impulse retailers.
David Scott, director of brands & insight at Carlsberg UK, added: “As the Official Beer of the England team and the Barclays Premier League, we’ve earned the respect of fans. The Carlsberg Fan Squad will provide fans with the chance to win Barclays Premier League tickets and a place at the ultimate fan England experience at Wembley in October, meaning retailers stocking Carlsberg can capitalise on a busy year of domestic and international football that will capture the mind of their customers.”
Carlsberg is uniquely positioned to help retailers capitalise on a busy year of domestic and international. Carlsberg is the Official Beer of the Barclays Premier League, England Football team, a Wembley Stadium partner and the Official Tournament Sponsor of UEFA Euro 2016.
