This live activation was designed for the Irish market to launch #JoinTheGreats promotion - a campaign to celebrate Carlsberg’s sponsorship of the English Premier Football League EPL.

We wanted to ensure this sponsorship asset was promoted at a local level by creating an amazing consumer experience – a taste of the passion and excitement of the Premier League in the heart of Dublin city.

Carlsberg’s ‘Join the Greats’ live experience was created as a two part experiential event featuring legendary ex-footballer ‘greats’:

1. On street activity – video booth

2. Secret location activity – rooftop football stadium

These series of events were amplified by a strategic digital & media engagement plan and resulted in phenomenal post-event results for the brand.

This campaign brought to life Carlsberg passion for football and sharing good times with friends in a spectacular way.

The campaign contributed to a share growth of 4.4% in the Republic of Ireland on-trade.

We grew penetration (ie. actual number of people who consume Carlsberg in Ireland) from 12% to 16% (+4%) for males 25-34.

A portfolio of video/photographic content from our #JoinTheGreats promotion was used across media, PR and social channels for many weeks:

• PR Value over €1,000,000 (double the target)

• Facebook reaching 1.4million +18 Males an average of 17 times

• 20,000 Competition Entrants (double the target)

• 24% Increase in fans

• 38% Increase in Likes

• 15,561 Engaged Users

• 825, 768 views on Youtube