Carling Black Label ‘Be the Coach’ case studyAugust 30, 2012
A quick snapshot of the Carling Black Label ‘Be the Coach’ case study presented by Lynne Gordon (@lynne_gordon), General Manager – Brandtone South Africa, at Mobile Entertainment Africa. Download the PDF version of the full presentation here (1.6MB)!
Every man believes that he can do a better job than the coach. Shouting from the stands or from his couch, his voice goes unheard.
Carling Black Label allows every fan to “Be the coach.”
The challenge: How to we make it possible for every Champion man to coach their team? Mobile is everywhere 27 million South African adults own a mobile phone!
Dial *120*764*code# to be the coach Entry linked to codes on pack ensures a direct link to purchase of the Champion Beer to make your vote.
Vote for your players A simple USSD menu captures one vote for every code entered as you coach your favourite team.
For the first time – YOU can be the coach! Teams chosen BY THE FANS are selected and reported weekly.
Massive awareness via an integrated ATL media plan TV, print and radio brought the message of “be the coach” to consumers.
Soccer Zone and Daily Sun covered the progress of the team selection.
The campaign captured the imagination of the media. R80milllion of PR coverage brought news of selections to the fans.
Consumers entered on average 18 times to have their say on the game!
Your team takes the field at Soccer City. The event is attended by over 90,000 fans, and viewed by millions more live on SABC1.
The results: Over 20 million mobile engagements from over a million Champion men. 82% of engagements came from a new demographic for Carling. Carling increased brand share in a competitive & increasingly fragmented market
Download the PDF version of the full presentation here (1.6MB)!