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.
South Africans are crazy about soccer – 63% are avid soccer fans, and 80% of these are fanatics, spending time weekly supporting their teams.
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!