In the crowded drinks sector Carling wanted to find a strategic way to achieve cut-through. They developed an award-winning strategy of sponsorship that was amplified on the web through sophisticated search engine marketing that gave the campaign a permanent place online. Carling realised that just as brands compete for a share of sales, they also compete for audience attention online so an alternative to simple advertising was needed.
Case study: Carling Live | Agency: Various | Sector: FMCG | Objectives: Brand awareness, engagement | Format: Sponsorship, search, integrated marketing, strategic marketing models, web design
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