Carlsberg, the official beer of UEFA Euro 2016, is leveraging its tournament rights through a campaign based around the ideas that the Euros have seen some of the best goals ever scored in soccer.
From Van Basten in 1988 and Brolin in 1992, to Shearer in 1996 and Ibrahimovic in 2012 – the competition has seen some of the greatest strikes in the history of the game.
Launched to coincide with the 100 days to kick-off countdown, the beer brand has teamed up with the football freestyling duo (and YouTube sensations) The F2 Freestylers to recreate those goals.
Which the campaign describes as ‘probably the best 10 Euro moments from the past 40 years’.
The initiative revolves around a 10 episode mini-series: each episode sees Carlsberg and the F2 Freestylers pay homage to great goals and best matches – complete with fresh commentary on the move-for-move emulations.
Action replays, seen via ‘Carlsberg Cam’ are shot with drone cameras fixed to the F2 Freestylers – offering a new perspective on these iconic footballing moments.
These started with the Netherlands v Soviet Union in 1988,
and will span Sweden v England in 1992, Czech Republic v Portugal in 1996 and France v Portugal in 2000
The campaign, which has been developed in harness with agency Fuse, see episodes released on a weekly basis from 2 March on Carlsberg’s new football hub (http://www.carlsberg.com/#!football) and Carlsberg’s Facebook and Twitter feeds (plus the Freestylers social channels too).
— Carlsberg (@carlsberg) March 4, 2016
— The F2 (@F2Freestylers) March 2, 2016
On the release of every recreation, Carlsberg is also offering supporters/viewers a chance to win ‘probably the world’s best football competition’: with a prize that not only includes two tickets to the semi final (at the Stade de Lyon), but also a chance to play on the pitch the day after the game alongside legendary star players from previous Euros tournaments.
— Carlsberg (@carlsberg) March 2, 2016
‘The Euro always delivers great football moments and whilst the pro’ players make it look easy, recreating them touch for touch is anything but. It’s lucky that we love a challenge!’ says F2 Freestylers Billy Wingrove.
‘We can’t wait to see what unbelievable moves come out of Euro 2016 so with these recreations we’re hoping to inspire fans around the world to enter Carlsberg’s competition and take their chance to create their own moment of football history on pitch at the Stade de Lyon.’
The campaign was launched at an event fronted by legendary Manchester United and Denmark goalkeeper (and Carlsberg brand ambassador Peter Schmeichel.
‘Putting fans at the heart of the activation includes bringing the official UEFA Euro 2016 Trophy to the UK, Ireland, Belgium and Denmark; consumer ticket competitions; and providing access to Carlsberg,’ proclaimed the keeper and global ambassador.
— Peter Schmeichel (@Pschmeichel1) March 2, 2016
Carlsberg also plans to run several awareness activities aimed at encouraging fans to drink responsibly through the Euros: including activities taking place within the fan zones in France and other markets.
Carlsberg has a strong heritage in football work – both in terms of ambush activity like its 2015 campaign leveraging the start of the Premiership season (see case study) and as an official rights holder like its long term official sponsor work around UEFA Euro tournaments (a status it has held since 1988) like 2012’s ‘Fan Academy’ (see case study), its Facebook-led ticket challenge (see case study) and official mobile app (see case study).
The idea behind this year’s campaign is a classic case of ‘bringing fans closer to the game’ through the brand’s familiar ‘probably the best in the world’ lens.
‘Amongst many activations we offer fans a unique once in a lifetime experience via the ‘Play On Pitch’ competition with the F2 Freestylers which launches on 2 March with 100 days to go until the tournament’s kick off,’ adds Richard Whitty, Senior Marketing Manager, Football at Carlsberg Group.
‘We will also launch a brand-new ‘If Carlsberg did…’ commercial paying homage to the unique culture of the host nation in true Carlsberg-style. Finally, the campaign will engage fans through digital channels in what is probably the most ambitious digital campaign from Carlsberg during any tournament.’
This year’s UEFA international tournament has expanded to 24 teams (compared to the previous 16 in 2012) who will all compete across 51 matches during a month – from 10 June to 10 July 2016 – in 10 French cities.
‘This is the biggest UEFA Euro ever and should be the best UEFA Euro for the fans,’ trumpets Mikkel Pilemand, VP Core Beer, Carlsberg Group.
‘Carlsberg is about doing it better for the fans, and activating against our biggest investment of 2016 is a big priority for the brand. The tournament is not just a major event in Europe but in most of Carlsberg’s markets. We expect additional sales, not only in France but also in many other markets around the world that will engage with the tournament, including several big Asian countries.’
Carlsberg Football Hub:
UEFA Euro 2016 Website:
UEFA Euro 2016 Twitter:
UEFA Euro 2016 Facebook:
UEFA Euro 2016 YouTube:
UEFA Euro 2016 Instagram:
UEFA Euro 2016 Vine: