On-pack Carlsberg footy promo “to reach 1.6 billion people” across UK from this weekend

Carlsberg UK is launching an on-pack promotion offering consumers the chance to win prizes every day throughout December, including Barclays Premier League tickets, branded gifts and football-related rewards. 

Presented by The Carlsberg Fan Squad, and led by Sky Sports Soccer Saturday legend Jeff Stelling, a new prize will be unlocked each day as consumers visit the digital Festive Football Calendar hosted at www.CarlsbergFanSquad.co.uk/Christmas.

Carlsberg says the campaign is “set to reach 1.6 billion UK consumers through a significant programme of digital advertising, in addition to a striking on-pack offer featured on more than 150,000 promotional packs of Carlsberg available across the grocery and convenience channels”. 

Activity will kick off with a take-over of the Premier League website (which attracting more than 15 million UK sports fans) this weekend (November 29 and 30). Digital LED perimeter ads featuring a Mid Season’s Greeting’s promotional message will highlight the campaign at three Barclays Premier League football games across November and December, along with a complete takeover of the perimeter boards at 12 Premier League games.

In addition, online ads will run on the Sky Sports homepage reaching more than 4 million unique users, in addition to a takeover of the Mail Online sport web page, reaching 7.1 million sports fans in December. Advertising will also feature on ESPN and other key football fan sites, while social media activity from Carlsberg UK aims to drive traffic to the campaign hub.

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