To increase brand awareness and connect with its customers during the 64 games of the 2022 FIFA World Cup, Carling came to us to develop a unique and immersive mobile experience for pubgoers that would leave a lasting and positive association with the biggest football event in the world.
The Solution
Designed and developed in-house by the Noonah team ‘Score with Carling’ was a cloud-based web app that gave customers across the UK a chance to participate in their own World Cup Penalty Shoot Out.
The campaign featured in over 10,000 Carling pubs nationwide, with QR codes appearing on beer mats, signage and POS. Once scanned, the QR code would open the game on the user’s mobile, allowing them to choose a penalty shoot-out from any of the 64 fixtures. If you scored more than the opposition, you won a prize, and working with partner Umbro meant the chance to win one of 40,000 England shirts, 180 Stadium tours, 50 Umbro footballs or a discount code for umbro.com.
All user data, including wins, losses, shipping addresses and prize allocation, was reported in real time in a bespoke, client-side data panel. To ensure the even distribution of prizes across the 29 days of the World Cup, we applied logic which made gameplay easier or more difficult depending on the number of people playing and the number of prizes given out on any one day.
The Brief
To increase brand awareness and connect with its customers during the 64 games of the 2022 FIFA World Cup, Carling came to us to develop a unique and immersive mobile experience for pubgoers that would leave a lasting and positive association with the biggest football event in the world.
The Solution
Designed and developed in-house by the Noonah team ‘Score with Carling’ was a cloud-based web app that gave customers across the UK a chance to participate in their own World Cup Penalty Shoot Out.
The campaign featured in over 10,000 Carling pubs nationwide, with QR codes appearing on beer mats, signage and POS. Once scanned, the QR code would open the game on the user’s mobile, allowing them to choose a penalty shoot-out from any of the 64 fixtures. If you scored more than the opposition, you won a prize, and working with partner Umbro meant the chance to win one of 40,000 England shirts, 180 Stadium tours, 50 Umbro footballs or a discount code for umbro.com.
All user data, including wins, losses, shipping addresses and prize allocation, was reported in real time in a bespoke, client-side data panel. To ensure the even distribution of prizes across the 29 days of the World Cup, we applied logic which made gameplay easier or more difficult depending on the number of people playing and the number of prizes given out on any one day.
