As an official sponsor of UEFA EURO 2016, Coca-Cola is helping retailers to build excitement ahead of the tournament with an on-pack promotion offering football fans the chance to attend its most keenly anticipated matches.
The ‘Win Tickets’ promotion will appear on 90million packs of Coca-Cola, Coca-Cola Zero and Diet Coke, including 500ml, 1.25L and 1.75L PET bottles and 330ml can multipacks. Four tickets will be awarded to each of 504 winners – 2,016 in total – plus £400 to help cover the costs of travel and accommodation.
Every promotional pack will feature a 10-digit code which can be entered online, and fans can enter to win tickets for specific matches on different days, ensuring that they’re in the running for the games they’re most interested in attending. Winners will be selected in daily prize draws taking place between 11th April and 30th May.
Among the prizes on offer are chances to see matches involving home nations England, Wales, Northern Ireland and The Republic of Ireland, as well as a selection of other high-profile matches including the quarter finals.
The ‘Win Tickets’ promotion will be supported by a wide-reaching marketing campaign, including television commercials, digital OOH advertising at transport hubs, and a digital and social activation specifying which matches are being drawn on each day of the promotion.
Retailers will also be supported with point-of-sale materials to help incentivise consumers to take advantage of the opportunity to win tickets.
Caroline Cater, operational marketing director for Coca-Cola Enterprises, said: “With England, Wales, Northern Ireland and The Republic of Ireland all taking part in UEFA EURO 2016, this is one of the most keenly awaited football events in memory, and the ‘Win Tickets’ promotion is a great opportunity for retailers to increase their sales as excitement builds.
“With tickets for the biggest matches understandably in high demand, retailers should look to stock these promotional packs as football fans try to secure their place at the biggest football event of the year.”