Carlsberg to allow fans to vote for the man of the match at 2016 EUROs

As part of their EURO 2016 sponsorship campaign, beer brand Carlsberg will allow fans to vote for their Official Man of the Match via social media.

With former Manchester United goalkeeper Peter Schmeichel the face of the campaign, Carlsberg have made a commitment to “do it better for the fans” as the brand looks to “move beyond” the lad culture in football.

Similar to the vein in which Mastercard allowed fans to do the same at this year’s Rugby World Cup, fans will be allowed to vote on social media for Carlsberg’s Man of the Match for each of the tournament’s 51 games. The campaign will also offer various prizes and opportunities for fans to meet players.

Polls have recent been introduced to popular social media platform Twitter and they’ve provided the brand with a good tool in which to not only engage with consumers and fans but to expand their reach.

Carlsberg’s Senior Marketing Manager for Football Richard Whitty said that this reach expansion was at the heart of their campaign as they attempt to appeal to both men and women.

“(Euro 2016) offers us a broad opportunity to talk to just about everyone and we want to use that to show lad culture is not something we are about,” he said.

“We have to move beyond it and the brand is now about being intelligent, clever and appealing to the widest audience possible. Female drinkers are very important for us.”

Mr Whitty also said that they hoped that Carlsberg would be able to take advantage of the fact that there were so many home nations at the 2016 tournament.

“Having so many competing home nations is both a great challenge and opportunity. People will be keen to talk up the national significance and that epic feel will hopefully translate into one of the all-time biggest drinking occasions.”

Mastercard’s innovative initiative of allowing fans to vote for the Man of the Match at the 2015 Rugby World Cup suffered a horrible fate only weeks into the tournament after the fans voted for one of England’s players as their man of the match despite the home nation losing the match and being eliminated from the tournament. After the incident, the system was scrapped for the rest of the tournament.

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

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