Carling is again putting its branded van on the road for a country-wide tour of UK football grounds in a repeat of its ‘Shirt Amnesty’ for the January transfer window.
The roadshow initiative travels around soccer stadiums to collect unwanted football strips from fans who are looking to swap their shorts for free if it carries the name of a player who has been sold by their club during the transfer window.
This marks the return of a tactical fan-focused football engagement from the summer when the beer brand says it gave away thousands of free football shirts when it first ran the initiative.
During the 2015 summer transfer window, the beer brand van visited Manchester, Liverpool, London and Birmingham and the route of this year’s at-stadium giveaway swap is being communicated via the @Carling Twitter account.
The #CarlingShirtAmnesty van is back on the road this January. Follow us to find out where we'll be for shirt swaps pic.twitter.com/Krhsle8wLQ
— Carling (@carling) December 29, 2015
Once again, ex-Premier League and England footballer and Carling brand ambassador Jimmy Bullard is helping to promote the activity with pushing the initiativbe on his own social accounts and making personal appearances.
Get on this people! The #CarlingShirtAmnesty van is back in business for the January transfer window – follow @Carling to find out more!
— Jimmy Bullard (@jimmybullard) December 29, 2015
‘The transfer window is open and the Carling Shirt Amnesty van is back in business. There’s nothing worse than seeing one of your heroes jump ship for a rival club so let Carling ease that pain by giving you the chance to swap the football shirt of a recently sold player for a brand new, free one this January,’ says Bullard.
‘Any initiative that gives something back to fans during the transfer window is well up my street so follow Carling on twitter to see where the van will be parking up next.’
‘Carling’s summer Shirt Amnesty was a perfect example of how the brand is re-energising the familiar favourite lager category and adding value for consumers at key moments throughout the year,’ adds Carling brand director Jim Shearer.
Comment
Carling, a Molson Coors owned company, has no official Premier League rights.
Indeed, the EPL’s official beer partner is rival Carlsberg – who’s current Premier League season campaign was ‘If Carlsberg Did Kickabouts’ (see case study).
Making Carling’s ‘Shirt Amnesty’ a definitive ambush (albeit a fan friendly one).
Of course, this campaign isn’t just about helping the fans, but also aims to boost Carling’s current 26,400 UK Twitter following.
Links
Carling Twitter:
Carling Website:
