#AllRed
Carlsberg X Liverpool FC- The best partnership. Probably.
Brief: Carlsberg celebrates its iconic partnership with Liverpool FC with the launch of a Liverpool inspired Limited Edition Beer, brewed specially for the die hard fans. The task at hand is to drive product awareness through high visibility and high engagement on Digital that continues to add to the credible reputation Carlsberg has built among its consumers.
Campaign Objective: Create hype among the Liverpool fans around this Liverpool inspired Limited Edition Beer and engage with he football loving community who are eventually beer lovers to build brand salience and a loyal customer base.
Social Media Content Strategy:
The communication strategy should find the perfect balance of football and beer consumption via relevant and engaging content to stitch a successful campaign.
The campaign has been divided into three crucial phases, namely 'Warm up - Play - Celebrate'
a. Phase 1: Warm-up - Social Media Pre-match Posts
The task of this phase is to drive anticipation by tapping on the drinking moments in the world of football.
Mechanism: Using smart messages to prep up the fans to gear up for the upcoming LFC match and make Carlsberg a part of the celebration.
b. Play Phase - Social Media Contest Posts
This phase concentrates to drive fun conversations about Liverpool and football in general on social media.
Mechanism: Leveraging talking points of football to specifically engage with the Liverpool fan base and maintain consistency in engagement rate between pre and post match phase.
c. Celebrate Phase - Social Media Post-match posts
The objective of these posts were to enable participation of Carlsberg in topical social conversations post match that happens on social media across platforms and creating shareable content.
Mechanism: Using wit and Carlsberg tonality to describe a moment that drives reactions.
Cheers to Virgil van Dijk for winning the UEFA Men's Player of the Year and the Defender of the Season award for the 2018-19 UEFA Champions League. #AllRed
