Carling Black Label's 'Be the Coach' campaign was a unique opportunity for soccer fans to vote for the players they wanted to see in the 'Carling Black Label Cup', a match between the two most popular teams in the country, Kaizer Chiefs and Orlando Pirates.
The aim of the digital component of the Be the Coach campaign was to take the concept beyond the process of voting. Be the Coach was for the fans; we needed to give it to them and let them run with it.
The team and I worked on it from 2011 til 2015, providing and making content, for online and mobile.
This is the promo video for 2014.
The enitre experience revlvoes around the fans voting via USSD and after product purchase.
