Be the Coach

Why it works

Carling Black Label created a new pre-season derby between Soweto rivals Kaizer Chiefs and Orlando Pirates, then handed the fans the coach's job. Every bottle top carried a code worth one vote, entered on a phone through a simple USSD menu, to pick each club's starting eleven; during the match, fans voted by SMS on a live substitution. Purists and coaches were furious, which fed the publicity. It is studied because it turned a sponsorship into a reason to buy: the beer became the ballot, and a derby between the country's two biggest clubs became a brand property. According to figures released by the brand and agency, 10.5 million votes were cast in seven weeks and the beer gained market share. The first match, in 2011, drew a sell-out crowd of about 85,000, and Pirates won on penalties. The campaign won a Cannes Gold Lion for Branded Content and Entertainment in 2012 and the Loeries Grand Prix, and the fan-picked cup became an annual fixture.