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By Tony Connelly, Sports Marketing Reporter

June 15, 2016 | 2 min read

As part of its official Euro 2016 sponsorship Carlsberg is continuing to give away free tickets to football fans through a series of humorous stunts and now the beer brand has unveiled its latest instalment in the campaign by testing how far some are prepared to walk for the chance to attend the tournament.

The new instalment in the ‘Fan Revolution’ series continues the theme from the earlier TV Ad ‘If Carlsberg did La Revolutions’ which stared French footballing legend Marcel Desailly.

Continuing the French Revolution theme the new addition to the campaign shows an 18th century dressed revolutionary calling out to a busy French square “who wants free tickets to Euro 2016”?

It then shows people in cafes rising from their seats and following the solider as he embarks on a march of an unspecified distance.

In questioning just how far some people would be prepared to go the film then cuts forward in time, revealing that some have been walking one hour, then two and then three. When the march takes the group across a muddy field in the countryside some of the fans pull out. Finally after four hours of walking those remaining arrive at a country mansion where they receive free tickets with five lucky contestants handed tickets to the final by Desailly himself.

Carlsberg has used its famous ‘If Carlsberg did…” marketing strapline to launch a number of different activations to give away free tickets for the tournament. Earlier instalments include ‘If Carlsberg Did street fundraisers’ which played on the irritating high street charity chugger character and veiled the ticket give away by asking fans if they would be willing to dedicate 90 minutes of their time to their country.

For more Euro 2016 related media and marketing stories visit The Drum's Euro 2016 hub here.

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