CARSLBERG EUROPEAN CHAMPIONSHIP SPONSORSHIP 2016: WINNING THE HEARTS AND MINDS OF IRISH SOCCER FANS
Carlsberg have been official sponsors of the UEFA Football Championship since 1988 (incidentally Ireland’s first involvement), while being an official partner to the FAI for the same duration. However, coming into Euro 2016, research showed that Heineken were more associated with the European Championships than Carlsberg. So, we had a big job on our hands to win back fans hearts and minds and claim rightful ownership of the Euros.IE
Be The Number 1 Brand Associated with Euro 2016.
Win Share from Competitors.
Build Local Connection with our Audience Through Content.
We had official sponsor status, but we knew that taking a ‘badging’ approach to the tournament would not win over fans. We had to build a deeper, content-driven association beyond just advertising to really win show our true football passion. This meant taking every step of the tournament journey with the real fans.
We EXCITED the fans with a unique invitation-only roadshow event with radio station Newstalk 106 previewing the tournament, incorporating Carlsberg brand ambassadors and giving away an incredible prize where the winner would present the man of the match award at the end of the final game.
We INVOLVED them with a content partnership with trusted sports site the42.ie. Fans could interact, debate and comment on the articles. We then integrated that content into our social channels and ran real-time reflexive posts to capture the excitement and reaction from the games as they happened.
Finally we ENTERTAINED fans with our own advertiser commissioned TV programme on TV3 called ‘Extra Time’. This was a magazine style show rounding up the games, with discussion and debate of the tournament in a light hearted style with soccer and non-soccer related celebrities.