Carling Black Label Charity Shield

Consumers were encouraged to purchase Carling Black Label and vote for their starting lineup in the Charity Shield Cup match. They could enter through an interactive website to select their team and lineup or vote via USSD in Zambia. The campaign offered a seamless omnichannel experience, allowing consumers to switch between platforms easily. Unique codes on the packaging were validated, giving participants the chance to win instant airtime. This campaign is an example of large-scale voting mechanics effectively executed across the continent.