Disguised Kamara Fronts Carlsberg's 'Your (Tube) Seat/Euro 2016 (Ticket) Seat' Hidden Camera Tube Stunt

Former player and manager turned pundit Chris Kamara fronts the latest phase of Carlsberg’s Euro 2016 activation in the UK by travelling on the London Underground disguised as an elderly gent in ticket giveaway hidden camera stunt.

The Sky Sports broadcaster and Ladbrokes endorser takes on a brand ambassador role for the official UEFA tournament beer brand as he dresses up as an old man – complete with beard and walking stick – and rewards unsuspecting Tube travellers who give up their seat for him with match tickets.

The hidden camera viral stunt sees Kamara reveal his prosthetics disguise to those who stand up to offer him a seat and reward their kindness with tickets for the England v Russia game in France for this summer’s Euro 2016.

The tagline, ‘If Carlsberg did substitutions’ follows the beer’s usual UK marketing slogan structure by playing on football substitutes.

The ‘Your Seat For A Euro Seat’ film was created with Fold7, art directed by the agency’s John Yorke and directed by Firecracker Film’s Chris Faith.

Led by a core campaign video, which was posted online on 29 April to Carlsberg’s digital and social platforms, sees the beer sponsor team up with broadcaster Sky Sports (for whom Kamara works as a presenter/pundit),

Fancy winning tickets to see England v Russia at Euro 2016? Enter here: https://t.co/DDMKk6uFLT @CarlsbergUK pic.twitter.com/gcVbPbwtLW

— Sky Sports Football (@SkyFootball) April 26, 2016

The spot and its accompanying social assets urge 18+ consumers to follow @CarlsbergUK and tweet using the #SubMeOn before midnight on 6 July 2016 in order to be in with a chance to win the tickets and a range of UEFA Euro 2016 prizes.

The film is supported by outdoor and additional social media assets rolling out from late April to mid-June.

If Carlsberg did substitutions…Head to FB to watch the full video featuring @chris_kammy https://t.co/amzOeFIE5J https://t.co/r1WVtCcDYL

— Carlsberg UK (@CarlsbergUK) April 29, 2016

Some of our prize winners on the shoot for our new UEFA EURO 2016™ ad, watch out for it soon! #EURO2016 pic.twitter.com/6ImU3gGwIV

— Carlsberg UK (@CarlsbergUK) April 26, 2016

Media agency OMD is running the media planning and buying.

‘As the official beer of Uefa Euro 2016 and the England team, we’re delighted to work with Kammy and launch our campaign by rewarding members of the public willing to show their generosity,’ says Paul Morris, Carlsberg’s brand and sponsorship activation manager.

Comment

Hidden camera celebrity disguise stunts aren’t particularly new, but they are typically pretty funny if done well and often create content that drives social sharing.

Think of Pepsi’s ongoing brilliant and super successful Uncle Drew series (see case study one and case study two).

And this campaign, while it doesn’t quite have the same scale or impact as Uncle Drew (who’s first episode has now passed 50m views), is no exception.

Posted on 29 Apr 29, just three days later it had racked up half a million YouTube views.

This Carlsberg activation strand supports previous Euro 2016 work that kicked-off with its ‘best goal’ recreation partnership campaign with F2 Freestylers (see case study).

Links

Carlsberg UK YouTube:

https://www.youtube.com/user/carlsberguk

Carlsberg UK Website:

http://www.carlsberg.co.uk/#!overview

Carlsberg UK Facebook:

https://www.facebook.com/CarlsbergUK/?brand_redir=9401782383

Carlsberg UK Google+:

https://plus.google.com/u/1/112202147943012864209/posts

Carlsberg UK Twitter:

https://twitter.com/CarlsbergUK

@CarlsbergUK