Score with Carling is a fun and interactive penalty shootout gamification project, designed to drive Carling’s brand association with football, all while rewarding Carling consumers.
In the three consecutive years we have run Score with Carling, our POS has been scanned just under 200,000 times.
For 6 weeks in 2024, consumers across the UK and ROI could SCAN, SHOOT & SCORE for the chance to win Emirates FA Cup Final tickets, and thousands of fantastic football prizes.
Bright and bold POS – We designed call-to action POS, table talkers, strut cards and posters, that were sent to 8,000 outlets across the UK and ROI. All the consumer had to do was scan the QR code to play. The bold messaging and design was inspired by Carling’s popular on-pack promotion which was running simultaneously.
Social media and email comms – Participating outlets were kept up to date with a 6 week email campaign, including links to find more information hosted on a bespoke micro-site. We also created social media assets for both Carling and participating outlets to share.
Incentivising outlets – In order to encourage outlet buy-in, we created an internal competition. Outlets could send an image of their POS displayed for the chance to win Emirates FA Cup semi-final tickets.
XSEM have masterfully brought Score with Carling to life for the third time, leading with dedication and creativity from the initial concept to the final execution. The consistency of their branding work and alignment with our wider campaigns has allowed for an unforgettable activation, which every year strengthens the Score with Carling project brand further. Without a doubt, XSEM set a standard for gamification marketing and have helped us to reinforce our brand association with football, as well as our partnership with the Emirates FA Cup.
Seamless and fun consumer experience
Once the pub-goer had scanned the POS in-outlet to access the game, they had to take part in the following steps
- Enter their details including name, email address, and opt-in to terms and conditions as well as any relevant marketing materials.
- Select who they would like to play as from a selection of 44 premier and champions league teams, as well as selecting their opposition.
- Enter the game, they have 5 chances to win by swiping to shoot and save penalties.
- See if they’re a winner! If they were, they received an immediate email confirmation with more information about redeeming their prize.
Consumers could play once every day during the campaign period for the chance to win.
42% marketing opt-in rate
The Score with Carling POS was scanned c.50,000 times in 2024 across the UK and ROI with an average of 856 plays per day across the campaign. 2,755 prizes were won by carling consumers, 42% of which opted in to receive future marketing materials from Carling.
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