Be the Coach
Award: Graphite Pencil
Graphite Pencil / Mobile Marketing / Mobile Campaigns & Mobile Advertising / 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.
Want more access to D&AD?
Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.
Join for free
I’m already a member
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil.
If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.
Keep an eye on your inbox for full details on how to order your D&AD Pencil.