It’s not an official World Cup sponsor, but Carling is still leveraging its long term football marketing heritage and leveraging Russia 2018 with a ‘Golden Can’ sales promotion.
The beer brand is making the most of its football associations during this summer’s soccer-fest by hiding 100 limited edition golden cans in random multipacks of Carling Lager and Carling Apple Cider.
Each consumer who finds one will scoop a cash prize of £1000.
The initiative is primarily running across digital and social channels as well as through in-store and on-pack strands and consumers are urged to follow the Golden Can Countdown by following @Carling on Twitter.
Score £1000 when you find a golden can. Game on. pic.twitter.com/70bXyUWy6M
— Carling (@carling) June 5, 2018
Carling will have a major presence across Tesco foyer spaces in more than 280 stores as well as throughout the UK convenience retail space.
“There is a huge summer of football to look forward to and we are building on that excitement by supporting key off-trade partners with this promotion,” explained Carling brand director Miranda Osborne.
“While we can’t promise those consumers who find the golden cans the keys to our brewery, we can promise a bit of spending money to keep the beer fridge stocked to enjoy the action with.”
A beer with long term football heritage in the UK, the brand may not be an official sponsor but it is certainly activating around the tournament and leveraging its Premier League links during Russia 2018 right across its digital and social platforms.
The stage is set. Which @premierleague Internationals are you most looking forward to seeing in action over the next month? pic.twitter.com/oJC9hOLnVu
— Carling (@carling) June 13, 2018
Check out our Instagram Stories to be in with a chance of winning a signed shirt from another 10 @premierleague clubs! https://t.co/JkISQQLcCM
— Carling (@carling) June 12, 2018
Comment:
This is a straightforward ambush sales promotion from a brand trying to edge in on official sponsor Budweiser’s World Cup territory (see case study).
But this simple campaign doesn’t really stack up to Carling’s soccer sales promotion and football sponsor activation history which ranges from its Paul Ince fronted Euro 2016 ambush (see case study) to its 2016 Shirt Amnesty (see case study).
In fact, while we know the legal challenges of ambush advertising, it’s fairly hard to see how it even links to the football.
Links:
Carling
https://www.youtube.com/user/carlinglageruk
https://www.facebook.com/Carling
https://www.instagram.com/carlinguk/
