The beer brand, which has been a sponsor of the championships since 1988, will be inviting fans to undertake a series of football challenges to earn the chance to win tickets.
One fan will also have the chance to present the Carlsberg man of the match award to the winning player at the final of next summer’s tournament, which takes place in Poland and Ukraine.
The campaign will be supported on TV, outdoor, on-pack and on POS material. It follows the the first phase of the brewer’s Euro 2012 activity, dubbed “Get Behind England”, which has been running throughout England’s final three qualifying games.
Keld Strudahl, Carlsberg’s international marketing activation director, says “no one else” can offer football fans such “amazing” experiences.
Carlsberg said earlier this year it is going to increase the use of England players, such as Wayne Rooney and John Terry, in its marketing activity after expanding its deal with the Football Association.
It hopes the association will boost sales and claims that sales of Carlsberg in pubs increased by 26% year on year during the first week of last year’s World Cup.
Carlsberg’s World Cup campaign last year featured an array of sporting stars including Jack Charlton, Phil ’The Power’ Taylor, Sir Trevor Brooking and Sir Ranulph Fiennes. The ad was created by Saatchi & Saatchi and was part of Carlsberg’s wider campaign to support the England team during the tournament.