Carlsberg – Show Your Colours Roadshow

For 10 weeks during Euro 2012 we challenged England fans to prove their love for the team at a mobile fan extravaganza.

Project Description

As the official beer of the England Team and Official Tournament Sponsor for UEFA EURO 2012, Carlsberg’s sponsorship gave them the opportunity to maximise the football occasion.

Running over a 10-week period, we created a mobile fan experience designed to bring to life Carlsberg’s sponsorship. The tour immersed over 21,000 consumers in a series of football fan challenges, ranging from a digital lie detector that tested vistors’ belief in England to a sound booth that measured the output of their loudest England football chants.

To keep the dialogue going with consumers, a digital scorecard including their fan rating and a picture of them superimposed with members of the 2012 England team were sent out after their visit.