We believe in experiences. That participating trumps watching every time. But for Euro 2016 fans couldn’t be on the pitch, so we created #SubMeOn – inviting fans to sit on the subs’ bench, ready to be called up.
Once fans signed up to the bench using the hashtag, they received direct Twitter messages at key tournament moments calling them up for prize draws, live events or killer content. This created an exclusive supporters’ club. Prizes were game-day themed, including chances to substitute your game-day BBQ for a professional chef. Or your chores for cheers with a DIY handyman.
Proving that engagement and reach aren’t exclusive.
#SubMeOn received over 37 million Twitter impressions. Carlsberg’s following grew by 30% with a 95.4% retention rate. We sent over 17,000 DMs with less than 5% of people unsubscribing.
#SubMeOn formed part of the ‘If Carlsberg Did Substitutions’ campaign (co-created with the Carlsberg Newsroom cross-agency team), and analysis showed a 33% increase in positive sentiment towards the brand, with beer sales growing by 4% across the tournament – check out the case study video below. It also picked up the 2017 MAA #DoDifferent award for ‘Best Agency Collaboration’ – the second consecutive year we’ve scooped this prize.