Campaign details

Brand: Carlsberg
Brand owner: Carlsberg Foundation and Carlsberg Shareholders
Agency: Live Nation Marketing Partnerships
Country: United Kingdom
Industry: Beer & cider
Media channels: Events & experiential, Mobile & apps, Online video, Packaging & design, Social media, Websites & microsites
Budget: 500k - 1 million

Executive Summary

Carlsberg and Live Nation kicked off their multi-year partnership in the spring of 2013. Six years later, the partnership had grown and evolved into a joint passion for providing music fans with unparalleled meaningful experiences at live events. By 2019, Carlsberg was Live Nation's exclusive beer and cider partner across festivals and venues with access to 20 festivals, over a million festival attendees, all 22 venues across the UK, over four million venue attendees, and 14.8 million UK social followers.