In the build up to the UEFA EURO 2016™ tournament this summer, Carlsberg has teamed up with Sky Sports pundit Chris Kamara to reward unsuspecting Londoners with tickets to England’s opener against Russia.
The video, entitled ‘Your Seat for Euro Seat’, sees Soccer Saturday’s cult hero Kammy kitted out in full prosthetics, with a grey beard and moustache, and sporting a walking stick. Kammy plays an energetic 85-year-old man, struggling to navigate his way through the London Underground network.
Captured through hidden camera footage, Kammy finds his way on to a busy District Line tube, attempting to hoodwink members of the public in a social experiment designed to see whether members of the public are kind enough to sacrifice their seat and offer it to an elderly gent.
Commuters are left astonished as Kammy ditches his walking stick and pulls off his disguise, revealing his identity and in turn, rewarding those willing to offer their seat with a pair of tickets to England’s group game against Russia on June 11th. The ticket giveaway was part of Carlsberg’s UEFA Euro 2016™ campaign, If Carlsberg Did Substitutions.
Paul Morris, Brand and Sponsorship Activation Manager at Carlsberg, commented: “As the Official Beer of UEFA EURO 2016™ and the England Team, we’re delighted to work with Kammy and launch our campaign by rewarding members of the public willing to show their generosity.
“This is the first in a series of activities rewarding fans and we’ve got plenty more planned in the lead-up to the tournament, so stay tuned for more substitution-themed stunts.”
The activity forms part of Carlsberg’s ‘If Carlsberg Did Substitutions’ campaign, with the brand aiming to substitute ordinary experiences for the extraordinary for England fans across the country.