The deal will offer Carlsberg a range of commercial rights, content for online and social-media channels, match-day access and hospitality that will drive greater engagement with consumers and football fans in Singapore.
John Botia, managing director at Carlsberg Singapore, said Carlsberg will introduce an array of promotions and experiential activations both on-ground and online to bring consumers and football fans a more exciting football experience.
To kick off the campaign, Carlsberg Singapore will be launching a new Facebook app called ‘Test Your Faith’ on 12 September. The app will challenge fans to test their faith in their favourite BPL team by pledging a dare on a microsite. A 'Test Your Faith' kit will be given away weekly to the three most interesting dares fulfilled.
When the campaign ends on 23 October, the most creative pledge submitted will win the grand prize of an all-expense paid VIP Carlsberg BPL experience for two in UK to watch a live BPL match and a visit to their team’s home ground.
Two special Carlsberg live screening events will put more fans to the true test of loyalty at selected outlets during the campaign period.
The series of activations for the BPL campaign are developed by Flok, a social-media-marketing agency and software development company.
In addition to the digital activation, Carlsberg will also offer promotions to consumers all over Singapore from 15 August to 30 September, including lucky draws upon purchasing Carlsberg and limited edition Carlsberg sports watch.
A total of nine Carlsberg partner outlets will be re-branded with the first group of five being completed in September and the next four by January, according to the brand.
Carlsberg has also become the official beer of the IG Masters Football 6's Singapore Cup 2013 to be held on Sunday, 20 October at the Singapore Indoor Stadium.