Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

Peter Schmeichel Fronts Carlsberg’s UEFA Euro 2016 Campaign

Fri 11th Dec 2015 | Euro 2016

Ahead of the UEFA EURO 2016™ final draw in Paris on 12th December, Carlsberg, the Official Beer to the UEFA EURO 2016, announced its marketing campaign for the tournament in France next summer.

Carlsberg’s promise for the tournament will be to “do it better for the fans”. 

The campaign is built around Carlsberg’s well-known ‘probably the best’ universe and will deliver on this by creating ‘probably the best prize ever for a football tournament’ and pioneering a new digital platform for live consumer engagement.

The campaign will be fronted by Carlsberg’s Global Brand Ambassador, Peter Schmeichel, who will take part in a series of events and supporter led activities in and around the final, with fans being given the chance to meet the great Dane himself.

Speaking of the campaign Peter Schmeichel, said: “I have worked with Carlsberg’s marketing team for quite some time and Carlsberg not only has a fantastic track record but is determined to make this the best EURO ever for the fans.”

Engaging fans through digital channels will be top priority for Carlsberg.

The most ambitious digital campaign from Carlsberg during any UEFA EURO will result in a new series of cutting edge activations, which will engage consumers on a daily basis prior to and during the tournament:

 

  • For the first time ever fans around the world fans will have the chance to vote for their official Carlsberg Man of the Match for each of the tournament’s 51 games via social media in addition to the online voting system at UEFA.com.
  • The new voting mechanic will tap into real-time fan conversations and provide an easy-to-access voting platform, giving them a greater say in who wins each coveted award.

 

Fans will also have the opportunity to play on a UEFA EURO™ 2016 pitch, with a consumer competition to have a once in a lifetime experience at Stade de Lyon, the day after the Semi-Final match is played.

An ‘always on’ social media and integrated PR campaign will run for the duration, putting fans at the heart of the activation including bringing the official UEFA EURO 2016™ Trophy to the UK, Ireland, Belgium and Denmark; consumer ticket competitions; and providing access to Carlsberg Global Ambassador Peter Schmeichel.

In line with its commitment to promote responsible consumption and to help fans celebrate responsibly, Carlsberg will run a number of awareness activities that encourage fans to enjoy its beers responsibly. Activities will take place within the fan zones in France and other markets.

To continue the theme of ‘doing football better for the fans’, a global TV commercial celebrating supporters will also air ahead of the tournament.

Richard Whitty, Senior Marketing Manager Football, Carlsberg comments: “As with all our football partnerships, our ambition throughout UEFA EURO 2016™ is to the make football better for the fans.

“We have a number of clever campaigns that will make fans feel more involved in the tournament such social voting, meeting the trophy and legends, plus actually getting fans onto the pitch where their heroes have played in the Semi-Final only the day before.

“There will be more to come as we get nearer to the tournament, but we’ll be doing everything with the usual Carlsberg wit, humour and football insight.”

Posted by: Aaron Gourley 

RETURN TO LATEST NEWS SECTION

SUBSCRIBE TO THE FCBUSINESS RSS FEED

If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk  

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Institute of Leadership and Management encourages employers to screen sports games in the office

Thu 16th Jun 2016 | Euro 2016

With warmer weather on the horizon, as well as the Rio 2016 Olympics and the UEFA European Championships taking place, summertime in the office tends to be a lot quieter and managers can find it...

Euro 2016: UEFA hands Russia suspended disqualification and €150,000 fine

Tue 14th Jun 2016 | Euro 2016

The independent UEFA Control, Ethics and Disciplinary Body (CEDB) has given the Russian Football Union a suspended disqualification from Euro 2016 due to crowd disturbances at Saturday's game against...

FA chairman Greg Dyke defends England fans and raises security concerns over Wales game

Tue 14th Jun 2016 | Euro 2016

FA Chairman Greg Dyke has asked UEFA to reassess their security arrangements ahead of England's Euro 2016 fixture against Wales on Thursday. Dyke sent a letter to UEFA on Monday evening after the...

Savage invites fans to watch England vs Wales as part of Vauxhall Motors’ #GetIN celebrations

Fri 10th Jun 2016 | Euro 2016

Disappointed football fans left without a ticket to this summer’s games need not worry because football legend Robbie Savage is offering a better and more comfortable seat to watch Wales vs...