The Carling Black Label Cup gave fans the chance to use their mobile phones to vote for the players in the match between Orlando Pirates and Kaizer Chiefs. They could literally Be the Coach by selecting the players and making a live substitution on the day of the game.We launched with a TV commercial that used Dutch Coach and Footballer, Ruud Gullit, to explain that for the first time ever, Kaizer Chiefs and Orlando Pirates fans could use their mobile phones to literally Be the Coach by voting for the players in the Carling Black Label Cup.

It had a strong call-to-action that drove consumers to buy a Carling Black Label to start voting.At the same time, this was supported by online and mobile display advertising that re-inforced the messaging in an appropriate channel.Radio and press played a strong support and explanation role and also provided updates on how many votes the players were getting.Throughout the duration of the campaign, the mechanics of the promotion were explained on-pack - which effectively reached our loyal consumers.The actual soccer match was also televised live nationally for all to see at the end of the campaign period.We received 10.5 million votes in 7 weeks - all from mobile phones.78% of the fans engaged with the campaign more than once.82% of the votes came from a new target audience for Carling Black Label.Over 80 000 fans watched the Carling Black Label Cup live in Johannesburg's World Cup Stadium - with millions more watching on TV.Tens of thousands of fans used their mobile phones on the day of the game to vote for the player they wanted to substitute.Carling Black Label saw strong growth in a declining beer market.The campaign generated over $12.2 million of P.R. for the brand.