Back in 2016, Carlsberg was the main beer sponsor of the Euro Cup. This called for a large campaign on several platforms. Being the sponsor, it was a golden opportunity to send lucky winners to the football stadiums in France.
Since Denmark did not qualify for the Cup, Carlsberg needed to communicate widely, making the Euro Cup interesting for as many as possible. This was done by going all in on social media through contests where you could win tickets, since most people, fans or not, would want to win.
We created a tangible concept that focused on the product in a fun letter game. We designed Euro Cup cans with letters on them for people to “spell their way to the Euro Cup”. We asked people to upload pictures of “word of the week” on Instagram and Facebook. So, the more cans you buy the better the odds of winning
Share of market:
goal +5%, result +11%
Purchase intention: goal 25%, result 30%
Relevance: goal 26%, result 43%
Engagement score: goal 3.02, result 3.98
WoM: goal 23%, result 35%