The “Get Behind England” campaign encourages fans to upload photos of themselves on Carlsberg’s Facebook page that will be superimposed so they appear behind the players.
The campaign will be communicated on packs, POS, press and outdoor. It will run throughout England’s final three qualifying games that start this Friday (2 September) against Bulgaria.
The activity forms part of Carlsberg’s wider “Be the Difference” campaign, to promote the fact that it is the official beer of the tournament and the England football team.
Carlsberg said earlier this year it is to increase the use of England players 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.
“Get Behind England” was created by marketing communications agency Billington Cartmell.