What would you say before the big game?

February 24 2010, 9:45am

Carlsberg, the official beer of the England football team has launched a fully integrated user-generated content (UGC) campaign that is unlike any other by an FMCG brand, in support of the team for this summer’s World Cup Finals. A customized brand YouTube channel feature’s original content and interactive digital capabilities created by Carlsberg’s digital agency, GraphicoDMG. “With the World Cup Finals round the corner the whole nation will want to get behind England. As a proud sponsor of the England team, we are able to provide the nation with a platform to be the 12th man and inspire the team to glory. Digital engagement is an essential part of this integrated campaign,” said Ifan Jenkins, Carlsberg senior brand manager. Fans will now be able to support the team by creating an England Team Talk. Entries can be in either a video or written format and should be uploaded to the contest website or YouTube channel to enter the competition. An independent panel of judges are looking for the most rousing team talk. Performances will be judged based on how passionate, clear, honest and engaging you are when addressing the England team. The campaign intends to generate as much discussion and interaction around the Team Talk concept by including a social media strand that will make use of viral seeding, Facebook, Twitter, blogging and sentiment tracking. Winners will be given the chance of a lifetime to meet some of the England players and deliver their inspired words at Wembley Stadium. They will also be given the opportunity to watch the team train before they fly out to South Africa and could star in one of Carlsberg’s next commercials. “We know that going to the place where online consumers are already in large numbers and giving the brand a relevant reason to be in that same space is digital’s way forward,” said Jo Loft, GraphicoDMG client services director.