Carlsberg challenged us to engage a million football fans globally with their UEFA Euro 2016 'Sole & Exclusive' rights Man of The Match and Goal of The Round. We smashed the target with over two million engaged users for 6 minutes dwell time each in 170 countries and 80 million social impressions.
As a UEFA Euro 2016 partner, Carlsberg's rights to Man of The Match and Goal of The Tournament would associate the brand with the best players and the best goals of the tournament.
But Carlsberg's brand promise of 'doing it better for fans' means doing things differently, and doing them better. Carlsberg challenged us to innovate the fan experience and increase both engagement and reach.
We smashed the initial target and delivered over 2.2 million users engaging for 6 minutes each on average.
What we delivered
We delivered a football first! Recognising the diverse digital behaviours of football fans around the world, we created fan experiences that tapped into multiple platforms by allowing fans to explore and vote across:
UEFA's App & Website across seven languages
Carlsberg's global football websites in multiple brands and languages including Russian and Arabic
The real-time fan experience using the Monterosa LViS platform put fans at the heart of the biggest moments of the tournament: choosing the best players and the best goals from exclusive video content integrated into the experience.
Generating reach with personalisation
We turned voting from a private experience to one worth sharing. With every voter getting the chance to create a special card with their player or goal and a headline of their choosing.
Shared cards helped to increase reach with over 80 million social impressions.
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We smashed the target of 1 million users and five minutes dwell time, achieving more than double the target.
A complex technology challenge
For the first time ever, we combined voting results from Twitter, Facebook, UEFA apps/sites and Carlsberg sites, powered by the Monterosa LViS platform. Real-time game data integrated with UEFA's systems.
Combining voting from so many sources requires deep security and voting validation, multiple language support and real-time data aggregation at massive scale.
Gaining the trust and support of all stakeholders was a key achievement of the project, breaking down barriers to innovation and allowing Carlsberg to set a new benchmark in fan engagement.
Massively Scalable Monterosa LViS infrastructure
7 languages and multiple Carlsberg brands
Facebook & Twitter #hashtag voting