World Cup mobile fever
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Background
The aim of this promotion was to underline Carling's association with football and emphasise Carling's position as the lager for the 'Real Fan'.
Solution
Launched on 25 million cans, 1.3 million bottles and 4 million on-trade gamecards, the player texted a unique code to receive a World Cup match forecast with a monetary value from £5–£50.
Result
Received over 1 million SMS entries, charged at 25p plus standard text charge. Received 77k messages on the 9th and 10th June alone when the World Cup started! Uplift in entries just before and after England matches
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