Carlsberg gets behind Euros with shirt for a shirt activation

Carlsberg, the official beer of Uefa Euro 2016, is giving consumers the chance to exchange their shirt for an England shirt.

Carlsberg shirt for shirt
Carlsberg shirt for shirt

The activation will see the brand create a huge interactive vending machine. People will be asked to remove their existing shirt, insert it into the machine and receive a 1966 World Cup replica shirt in exchange.

The event, which will take place on London’s Sheldon Square, on Thursday 2 June will see 300 shirts given away on the day.

Shirt for Shirt is the latest activity to form part of Carlsberg’s ‘If Carlsberg Did Substitutions’ campaign. The aim of the brand experience is to substitute ordinary experiences for the extraordinary for England fans across the country.

The vending machine has been created by Carlsberg to celebrate the 50 year anniversary of England’s World Cup win in 1966. It is also to help get England fans behind the national team ahead of their first Uefa Euro 2016 group game against Russia on June 11. 

Carlsberg recently unleashed a team of 'superchuggers' in a stunt which saw kind-hearted consumers awarded with tickets to watch England at Uefa Euro 2016.

Behind the brand: Carlsberg's experiential campaigns.

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