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Carling World Cup campaign
June 2006
Hildebrand provide the technical support and application build for 12snap UK Ltd who were selected by 141 Sponsorship to run the Carling world cup on-pack campaign.
In a highly competitive market Carling wished to create cut-through, provide it's customers with worthwhile content and also ensuring differential from the plethora of official World Cup sponsor campaigns which almost always gave the opportunity to win tickets.
As a result Carling ran an on-pack promotion in which the consumer texted in a unique code found under the ring pull of a can of Carling. In response the consumer received back via sms a match result forecast for the World Cup game that evening and advice of how much money he would win if the forecast was correct.
Those with the correct prediction would then text in “Claim– and once verified as valid would be sent the appropriate sum of money.
Unprecedented numbers participated in the promotion and the granularity of reporting provided information on play rates by hour, day, week and across all skews.
“An excellent promotion which capitalised on interest in the World Cup and had such a huge response because the consumer knew the outcome could not be fixed and it didn't matter how many other people played – they still could win” Matt Cotton, Account Director
