With 100 days left to go before the big UEFA Euro 2012 kick off official sponsor Carlsberg launched its new Carlsberg UEFA EURO 2012 app.
The app gives fans access to exclusive brand-backed and Euro content, as well as the latest news in the run up to and during this summer’s tournament.
The two-screen mobile app, developed by mobile software company Motain, includes daily news, live game commentary, updated game stats and a local bar finder for the event.
It aims to be useful, informative and fun both for fans travelling to Poland and Ukraine for the competition and those watching from home.
The app is part of the beer brand’s umbrella integrated campaign that already includes TV ads, outdoor work, and last year’s on pack and Facebook-focused ticket competition fan challenge promotion – ‘What would you do to be there?’.
See previous post ‘Carlsberg Facebook Euro 2012 Ticket Challenge’
The brand is also providing accommodation for fans while at the tournament at – Carlsberg Fan Camps – in five accommodation zones in Poland.
The app is free to download from both the Android and iTunes stores
It also includes exclusive content from Carlsberg’s figurehead brand ambassador for the Euro, Peter Schmeichel. It was the former Manchester United and Denmark goalkeeper who hosted Carlsberg’s 100-day launch.
At the media event, the goalkeeper discussed his experiences as a footballer and expressing his views on the approaching tournament.
In addition to the overarching tournament app, Carlsberg, which is also official beer of the England team, developed a bespoke England app on the ‘Carlsberg For England’ Facebook page.
This features UK brand ambassador Gareth Southgate challenging consumers to prove what they would do to be at the championship.
Comment:
Unusual to see a sponsor roll out both umbrella tournament apps as well as specific country-targeted individual team ones. It’ll be interesting to see whether this multi-faceted approach is a success.
The proof of the value of this app will only truly be measurable as the tournament draws closer, the games kick off and fans start using it fully. But it seems a step in the right direction in terms of engaging fans by offering them something tangible, interactive and useful.
Whether Carlsberg also rolls out the type of innovative twin screen entertainment that rival Heineken pioneered at the Champions League in the form of its Star Player app remains to be seen.
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