Stand unveils new Tennent's Scotland football activity
Design agency Stand has added an experiential element to Tennent's Lager's campaign sponsoring Scotland's national football team in its 2010 Fifa World Cup qualifiers.
The work will be unveiled at Hampden Park tomorrow during the match between Scotland and Norway . It involves comments and messages of support for the team, which Tennent's gathered throughout the summer at the Virtual Hampden website, printed on giant flags which flag bearers will parade outside the stadium as fans arrive.
The flag bearers will line Buchanan Street, from Glasgow's Queen Street train station in the centre of the city, and along all the roads leading directly to Hampden Park.
Inside the stadium more comments and messages of support for the Scotland side will be flashed on digital perimeter boards ahead of the game.
Katie Eagles, senior account manager at Stand, said: “The flags will really appeal to the Scottish fans. Using their comments of support brings them closer to the team and essentially gives them a voice which is why experiential projects are so powerful - they go beyond consumer engagement.”
John Mullen, brand manager for Tennent's Lager, added: “This World Cup qualifiers campaign is all about extending our passion and giving fans an experience to make them feel part of their team’s journey.”
Ahead of Scotland's game against Macedonia FYR in September, Stand designed projections for Tennant's and the Scottish Football Association to promote the start of the World Cup qualifiers. They were used on large scale buildings across Dundee, Edinburgh and Glasgow and showed footage of Scotland's 2007 Euro qualifiers and messages of support from Tennent's.