Event TV: Carlsberg rewards football fans in Euro 2016 stunt

Carlsberg recently teamed up with Sky Sports' football commentator Chris Kamara to surprise London's tube travellers with tickets to England's opening Uefa Euro 2016 match against Russia.

Chris Kamara handed out tickets to those who offered up their seat to his alter ego
Chris Kamara handed out tickets to those who offered up their seat to his alter ego

Kamara took on the identity of an 85-year-old man attempting to make his way around the capital’s Underground network. He donned prosthetics, a grey beard and moustache, and was spotted with a walking stick by his side.

Hidden cameras captured people's behaviour as Kamara boarded a District Line tube, to see who would vacate their seat for the elderly man.

Kamara eventually removed the disguise to reveal his true identity, and those who offered their seat received a pair of tickets to the 11 June opening game. 

The ‘Your Seat for Euro Seat’ video stunt activity forms part of the brand’s Euro 2016 campaign, coined ‘If Carlsberg Did Substitutions’, which is being delivered by Clifford French.

It will see Carlsberg look to provide English football fans with ‘extraordinary’ experiences across the country.

Paul Morris, brand and sponsorship activation manager at Carlsberg said: "As the Official Beer of UEFA Euro 2016 and the England Team, we’re delighted to work with Kammy and launch our campaign by rewarding members of the public willing to show their generosity.

Carlsberg’s all-agency ‘newsroom’ team devised the stunt, meanwhile the creative and production of the content was delivered by Fold7. Clifford French was responsible for talent management and earned media output. 

"This is the first in a series of activities rewarding fans and we’ve got plenty more planned in the lead-up to the tournament, so stay tuned for more substitution-themed stunts."

Kamara added: "It was great fun to team up with Carlsberg and reward those wonderful people. Sending them to the Euros this summer was just unbelievable. England have a brilliant chance and I’d urge the whole nation to get behind the team."

Carlsberg is particularly fond of the stunt. It unveiled a bar entirely made out of chocolate for Easter, which served the brand's beer. 

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