WHO

The Danish brewery Carlsberg was established in 1847 and is now one of the leading breweries in the world. They have breweries in about 50 countries and covers more than 150 markets. For several years Carlsberg has supported culture and sports. The slogan “Part of the game” has connected Carlsberg with football culture in particular.

WHAT

Carlsberg will have its own brand channel. An online TV channel celebrating football culture worldwide – both players, teams and fans. The brand channel should give something in return to the thousands of dedicated football fans who are a vital part of the game.

WOW

We launched PartoftheGame.tv right before EURO 2008. In2media developed the concept, the design and the technology that made the 100% Flash based brand channel come to life. Bastard Film assembled the editorial team that provides content packed with memorable clips from the world of football. PartoftheGame.tv is football in abundance – and the user becomes a part of the game. You can share, comment and rate all clips, win tickets for big games and upload your own favourite football clips. PartoftheGame.tv is already a milestone in the Danish advertising industry.