I love a good example of a brand engaging with their audience to produce a neat, newsworthy marketing campaign and I saw a great example of this today.
Carling are giving over 100 different pitchside banners at the Carling Cup final on 1st March to designs by fans. That’s a total of £60k worth of prime perimeter space for a total of 32 of the 90 minutes of the match.
It’s a simple idea and one that utilises the technology inherent in this kind of ambient media these days. Too many brands have simply moved from static boards to dynamic ones by making their logo move from one side to another. Yawn.
Carling have been pretty clever as well, ensuring that they have control over the branding and the process by constructing a simple “message creator” on their website as the means to enter. It’s a little too simplistic I think, but I guess that is to ensure some kind of consistency across the messages throughout the game.
I wonder if this could develop further in the future to some kind of neat use of Twitter from during the match. Tweet your message and see them appear as the action unfolds. Kind of like digital chanting I guess.
Tweet when you’re winning! You only tweet when you’re winning!
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