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Score with Carling 2024​


Score with Carling is a fun and interactive penalty shootout mobile game, 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.

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Bright and bold POS

We designed call-to action POS, table tallkers, 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 simultaniously.

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.

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Incentivising outlets:

In order to encouage 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.

The results:

50,000 POS scans

856 average plays per day

2,755 prizes won

50% of players opted in to receive marketing

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“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."

Assistant Brand Manager, Carling

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