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Be the Coach

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Integrated / 2012

Carling Black Label wanted to leverage its upcoming sponsorship of a football match and use it as a way to attract new consumers. For the first time ever, fans could use their mobile phones to vote for the players in the Carling Black Label Cup between Orlando Pirates and Kaizer Chiefs. They could literally be the coach by selecting the players and making a live substitution on the day of the game. We received more than 10.5 million votes in seven weeks and generated over $12.2million of PR for the brand. Over 80,000 fans watched the game live, and Carling Black Label saw growth in a declining market.

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