Carling Black Label wanted to leverage their upcoming involvement in soccer sponsorship and use it as a way to attract new consumers. The brief asked for an unconventional solution instead of executing a generic soccer sponsorship package.
So, Carling Black Label rewarded soccer fans by giving them the chance to use their mobile phones to vote for the players that would take to the field in the televised Carling Black Label Cup between Kaizer Chiefs and Orlando Pirates.
Using a unique underliner code, they could literally Be the Coach by selecting the players and making a live substitution on the day of the game. They could make this live substitution whether they were watching the Carling Black Label Cup in the stadium, or live on TV.
Over 80 000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on national TV.
We received 10.5 million votes over a 7 week promotional period. 82% of the votes came from a new target audience for Carling Black Label.
The campaign generated over $12.2 million of P.R. for the brand. Carling Black Label saw strong growth in a declining beer market.