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Carlsberg has always been a part of UK football: the official beer of the England team, strong ties with Liverpool and now a new era as Carlsberg becomes the official beer of the Barclays Premier League, too.
After a successful pitch we wanted to take a different slant on the usual football sponsorships, we worked with Saatchi & Saatchi to develop 'The Fan Squad' – a user-centric concept created to not only celebrate the beautiful game and sell beer, but also to listen to the fans and genuinely look for ways to improve the fan experience.
With three celebrity football fans at the helm – Jeff Stelling, Ian Wright and Paddy McGuinness – we created a multi-platform campaign which featured a TVC, on-pack promotion and an extensive digital campaign including a Fan Squad Hub, immersive games and an ongoing 'Twitter predicts' mechanic that asks fans to guess score lines on a weekly basis to win tickets to Premier League games.