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Carlsberg Marketing

Carlsberg delivers football fans prizes, deals and exclusive content with 'Mid-Season's Greetings' festive campaign


By Gillian West, Social media manager

December 1, 2014 | 2 min read

Carlsberg has furthered its Fan Squad platform with the launch of Christmas-themed integrated campaign ‘Mid-Season’s Greetings’ which reflects the point the football season reaches in December.

‘Mid-Season’s Greetings’ revolves around a digital calendar that delivers prizes, deals and exclusive content to football fans everyday throughout the month via Twitter and the Fan Squad online hub.

“As official beer of the Barclays Premier League, Carlsberg knows how important the festive season is for football fans up and down the country,” explained Dharmesh Rana, Carlsberg senior brand manager.

“Delivered by the Carlsberg Fan Squad, this socially driven campaign allows us to engage with our consumers in a way that we haven’t done before. 32 days of exclusive content, prizes and deals with carefully selected partners will make for a Carlsberg Christmas to remember.”

Created by The Marketing Store, the campaign forms part of a push to grow the brand’s social media fanbase with a range of touch points covered to enable Carlsberg to build a relationship with its consumers.

Eddie Mlls, The Marketing Store senior account director, added: “Mid-Season’s Greetings taps into football fans’ excitement in December – transfer gossip, remaining fixtures, anticipation over their clubs’ promotion, relegation or mid-table fortunes. All in a manner that creates a timely role for Carlsberg.”

A host of footballing institutions are providing exclusive content and offers for the campaign including TalkSport and five-a-side centre Goals.

Carlsberg Marketing

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The Marketing Store

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