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Mobile Entertainment Africa 2012
Mobile Branded Entertainment with Carling Black Label Lynne
Gordon, General Manager Brandtone @lynne_gordon
the coach”
With credit to our valued partners at
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Creating a whole new way for consumers to experience soccer,
powered by Carling Black Label the coach”
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the coach”
Real insights into consumer passions & the brand
Accessible mobile entertainment
Integrated campaign execution
WOW experiences on mobile
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South Africans are crazy about soccer 63% are avid soccer fans,
and 80% of these are fanatics, spending time weekly supporting
their teams
Real insights into consumer passions 1
Source:
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Every man believes that he can do a better job than the coach
Shouting from the stands or from his couch, his voice goes
unheard
Real insights into consumer passions 1
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Carling Black Label allows every fan to “Be the coach” Creating
new experiences for champion men, from the Champion Beer
Real insights into consumer passions 1
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The challenge:
How to we make it possible for every Champion man to coach their
team?
Accessible mobile technology 2
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Mobile is everywhere 27 million South African adults own a
mobile phone
Accessible mobile technology 2
Source: AMPS 2011b
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Smartphones are not yet pervasive Only 16% of mobile phones in
SA are smartphones. 25% are internet capable.
Accessible mobile technology 2
Source: 2011
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Everyone can play! SMS, voice and USSD are pervasive and
familiar – anyone with a mobile phone can coach their team!
Accessible mobile technology 2
Source: AMPS 2011b
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Dial *120*764*code# to be the coach Entry linked to codes on
pack ensures a direct link to purchase of the Champion Beer to make
your vote
Accessible mobile technology 2
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Vote for your players A simple USSD menu captures one vote for
every code entered as you coach your favourite team
Accessible mobile technology 2
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For the first time – YOU can be the coach! Teams chosen BY THE
FANS are selected and reported weekly
Accessible mobile technology 2
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Massive awareness via an integrated ATL media plan TV, print and
radio brought the message of “be the coach” to consumers
Integrated campaign execution amplifies the idea 3
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Created a conversation around the fans votes Soccer Zone and
Daily Sun covered the progress of the team selection
Integrated campaign execution amplifies the idea 3
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Captured the imagination of the media R80milllion of PR coverage
brought news of selections to the fans
Integrated campaign execution amplifies the idea 3
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Digital media provided deep engagement opportunities Facebook
and .mobi allowed fans to learn more
Integrated campaign execution amplifies the idea 3
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Your vote makes a difference Consumers entered on average 18
times to have their say on the game!
WOW consumer experiences 4
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A call from your heroes Interactive Voice Calls initiated to
frequent participants from Lucky Lekgwathi or Itumeleng Khune
WOW consumer experiences 4
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Your team takes the field at Soccer City A magical event,
attended by over 90,000 fans, and viewed by millions more live on
SABC1
WOW consumer experiences 3
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Dial to substitute a player, live 1 player from each team
substituted after half time, by the Champion coaches
WOW consumer experiences 4
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Over 20 million mobile engagements from over a million Champion
men
The results 5
Over 20 million votes in just 12 weeks
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New consumers engaged by the brand 82% of engagements came from
a new demographic for Carling
The results 5
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Positive brand equity impact with positive growth in brand
perceptions amongst all key audiences
The results 5
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Increased brand share in a competitive & increasingly
fragmented market
The results 5
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Memorable entertainment experiences on mobile from a leading SA
brand
The results 5
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Lynne Gordon, General Manager Brandtone @lynne_gordon
[email protected]
the coach”
