Being the UEFA EURO sponsor since 1988, Carlsberg, is launching an integrated marketing campaign that encourages international fans to show what they would do to win UEFA EURO 2012 tickets. 

Photo: Carlsberg Facebook page

The most passionate fan will also have the chance to win the best award. The winner will present the Carlsberg Man of the Match Award to the winning player at the Final of next summer’s tournament.

Tickets for the tournament in Poland and Ukraine are already sold out, but the Carlsberg Fan Challenge will give funs the opportunity to win tickets to group games and Carlsberg UEFA EURO 2012 merchandise. The campaign is based on Facebook and will later on be supported by TV and outdoor advertising, on-pack designations and point of sale material.

To participate, users have to ‘like’ the Carlsberg’s Facebook page and undertake a series of challenges and tasks to prove what they would do to get to the tournament. Every successfully completed task will be rewarded with a virtual Carlsberg UEFA EURO 2012 Fan Challenge trophy.  The more trophies fans earn the more chances they will have to win tickets in the monthly competitions.

To win the chance to present the Carlsberg Man of the Match Award at the UEFA EURO 2012 Final fans should have profound football knowledge to ask questions.

UEFA EURO 2012 will be the Danish beer’s brand’s seventh consecutive tournament as Official Sponsor. The Carlsberg UEFA EURO 2012 campaign aims to enhance the brand’s new positioning, unveiled in April 2011, which encourages people to «step up and do the right thing» under the strap line of ‘That Calls for a Carlsberg’.