Carling Cup

The Carling Cup is more than just a tournament—it is a groundbreaking sporting spectacle that redefines fan engagement. This award-winning campaign placed the power directly in the hands of the audience, allowing them to shape the game in real-time through an ever-evolving voting mechanic. From selecting the starting 11 to making live substitutions, fans became active decision-makers in the game’s destiny.

Crafting this visionary campaign was akin to curating a world-class festival—seamlessly blending TVC, OOH, digital content, and live activations into an electrifying, immersive experience. Every detail was meticulously orchestrated over the course of a year, ensuring that thousands of spectators didn’t just watch—they played a pivotal role.

This resulted in 2023 Carling Cup campaign earning Gold at the Effie Awards for Experiential Marketing: Live & Digital, a testament to its innovation, impact, and the deep connection it forged between fans and the game.