New Premier League beer partner Carlsberg welcomes the new season with its ‘Time To Take Your Seats’ campaign which spans a live data-powered fan site and a combined on-trade and online ticket competition.
To leverage its first season as league’s official beer, Carlsberg has teamed up with The marketing Store to launch a campaign that primarily revolves around a bespoke site based on real-time data that enables users to work out just which games and teams are the most popular with fans
This is an important asset as its the competition strand of the campaign offers players a better chance of winning match tickets for the less popular games.
The site’s features also include a sharing mechanic enabling users and players to share their activity via any online platform.
Indeed, those fans who share links are actually rewarded with additional entries to the prize draw.
To further drive customer footfall, the 10-week campaign, spans both online, point-of-sale posters, on- and off-trade venues, plus national print work and LED perimeter pitch side billboard advertising at selected matches.
In pubs, clubs and bars across the country, Carlsberg UK is offering customers the chance to win Premier league tickets through the ‘The Time To Take Your Seats’ promotion.
The scheme sees participating on-trade outlets offer ‘peel and reveal’ stickers to consumers purchasing either Carlsberg or Carlsberg Export throughout August.
Customers are then driven to the online site and asked to ‘pick a team, a game and choose seats’ and then enter their code to see if they have won.
Prizes for winning codes range from a pair of winning tickets to a game of the customer’s choice – 10 pairs of tickets every weekend for 10 weekends are on offer – to thousands of other instant win prizes (including exclusive Carlsberg and Barclays Premier League merchandise).
The pub strand is supported by posters, bar mats, front wobblers, and table talkers
The initiative marks the brand’s first activation since it became the official beer of the league back ion January.
‘Time to take your seats’ is the perfect message to engage customers as excitement builds around the start of the new Premier League season,’ says Carlsberg UK director of brands and insight David Scott.
The deal runs for three years from the 2013/14 season and the objective of this first activation phase is to raise anticipation of the new season amongst consumers and raise awareness of Carlsberg’s new Premier League partnership.
‘We are excited to be launching our first activity to celebrate the beginning of the new Barclays Premier League season and giving true football fans more opportunity to see the game they love live in an interactive way,’ says Dharmesh Rana, senior brand manager at Carlsberg UK.