WHO

Carlsberg was established in 1847 and is now one of the leading breweries in the world. With the slogan ’Part of the game’ Carlsberg is in a top-of-mind position in the world of football – all over the world. In May 2008 Carlsberg launched their very own brand channel Partofthegame.tv. An online TV channel for football lovers.

WHAT

It’s important for PartoftheGame.tv to have loyal and committed users – the true fans. In the philosophy of  ”not counting the ones you reach, but reaching the ones who count” we will focus on specialised niche media and online activities. The target group is men age 20-35+.

WOW

In2media developed video- and Flash banners for a ’cost pr. click’ campaign on relevant websites in 10 European markets. A strategy that turned out to be very effective. Video sites all over the world presented content from PartoftheGame.tv. So did a lot of football fan groups on Facebook. In the discipline of search engine optimizing In2media did a comprehensive job getting the 100% Flash based site in the top on Google. Blogging activities were engineered – primarily in China and Malaysia – with commercial bloggers and fan bloggers. Our work lead to a significantly increased awareness and traffic to PartoftheGame.tv, which experienced a rising number of user profiles being created and videos being played.