Carlsberg has chosen Clifford French to manage its Uefa Euro 2016 ‘if Carlsberg did substitutions’ campaign.
The London-based sport and entertainment consultancy will manage Carlsberg’s earned media communications, talent and digital influencer amplification for the UK centric campaign.
As part of Carlsberg’s sponsorship of the England team the ‘Substitutions’ campaign will see well-known local pub signs substituted with patriotic alternatives such as The Three Lions.
Clifford French will work with Carlsberg to manage the four week outdoor campaign which will have 1,500 panels across the UK as part of a strategy to target pub-goers during the tournament.
A series of other stunts are planned throughout the tournament which will involve YouTuber Spencer FC creating fan-first content in France and helping fans win tickets to watch games.
Dharmesh Rana, senior brand manager for Carlsberg UK, said: “Clifford French continue to impress us with their combination of sport and consumer communications consultancy. Where most sports agencies focus on official rights activation Clifford French provide a wider consumer focus on story-telling and value added content.”
Clifford French co-founder, Dan French, added: “Carlsberg is one of the most exciting brands in consumer marketing with recent activities like poster and chocolate bar. We’re delighted to have been selected for their UEFA Euros 2016 team and look forward to ensuring that Carlsberg is part of fans conversations throughout the tournament.