On 1 June 2011, Carling Black Label launched the Carling Black Label Cup––a unique campaign that gives passionate and knowledgeable soccer fans around South Africa the opportunity to “BE THE COACH”. This campaign culminates in a clash between two soccer giants –– Orlando Pirates and Kaizer Chiefs –– on 30 July 2011 at Soccer City.
As of 12pm 8 June 2011 a total of 447 142* entries had been recorded, as consumers continue to showcase their coaching skills and take part in this innovative idea.
The BE THE COACH campaign gives fans the opportunity to select which players they want in the starting line-up and on derby day, the players with the most votes will take the field. One would think that a campaign of such innovation and magnitude would have a confusing entry system. Not so. The mechanism to select players is as simple as topping up airtime on a cell phone.
From 1 June 2011 through to the 27 July, soccer fans could select players by dialling *120*764* plus the unique code found under specially indicated Carling Black Label bottle caps, followed by the # key. One unique code allows one player selection. The best part is, entry is free.
In addition, fans will be empowered to make a substitution – meaning they will have a real influence on the outcome of the game and literally “be the coach”. They will do this by sending a SMS with the number of the player they want off the field.
SMS lines for the substitution will be open on Derby Day only, for the first half of the match.
It’s also important to know that every entry is counted and audited by one of South Africa’s largest independent accounting firms, Grant Thornton. So fans are guaranteed that each of their selections count.
2 comments:
What was the total no of sms entries after the game??
@ Anon: As of midnight on the 27th of July 2011, total entries were: 11 038 605 and total votes were 10 544 190. That's 11 million and 10.5 million respectively.
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