Festival on-packs to drive rate of sale in the off trade.
This year, the partnership between Live Nation and Carlsberg will be activated in 21,000 stores nationwide through the “GET ON OUR 2018 GUESTLIST” promotion ahead of festival season.
The competition, on six million small and mid-packs of Carlsberg Pilsner and Carlsberg Export, will give away over 250 tickets whilst also attracting younger adult drinkers to the brands.
One winner will be drawn each week, for twelve weeks from 8th April to 30th June. Entry to the promotion is via an online portal, accessible through ‘Shazamable’ packaging. Upon accessing the portal, entrants will find out instantly if they’ve won. The online competition portal also includes a buy it now link, where within a couple of clicks, consumers can add a promotional pack to their regular online shopping basket.
Winners will be able to select which Live Nation festival they would like to attend with five friends. The same winner will also get six tickets for three additional gigs at o2 Academy Venues in 2018.