WHO

Carlsberg was founded in 1847, and today is one of the world's leading brewing companies. Carlsberg has breweries in around 50 countries and covers more than 150 markets. For many years, Carlsberg has also supported sport and culture. The slogan ’Part of the game’ has particularly linked Carlsberg closely to football culture.

WHAT

Carlsberg will have its own brand channel. An online tv channel that is a celebration of football culture - the players, teams and the fans. The channel will give Carlsberg the opportunity to give something back to the thousands of dedicated football fans who are an essential part of the game.

HOW

PartoftheGame.tv was launched leading up to EURO 2008. In2media developed the digital strategy, concept, all the visuals and the entire technical platform that makes the 100 % Flash brand channel work. A solid editorial team of dedicated football journalists continuously delivered content that was bursting with unforgettable videos from the world of football. PartoftheGame.tv supplies an abundance of football - and the user becomes a part of the game. You can share, comment and rate all the videos, win tickets to the big matches and upload your favourite football videos. Partofthegame.tv is already a milestone in Danish marketing initiatives.

WOW

In just 2 years, the channel has achieved amazing results with more than 400 million exposures, and millions upon millions of video viewings of unique Carlsberg branded content by the primary target group. The platform has been expanded so that it contains a YouTube, Facebook and Twitter channel, and with this gamble Carlsberg has gone from being a media buyer to being a media producer, where leading global sites such as goal.com place Carlsberg content free of charge on their website which has millions of visitors. In 2010, the channel was the most viewed online initiative throughout the entire Carlsberg Group and international markets.