Live Nation developed a unique digital-first campaign allowing festival attendees to pre-order Carlsberg cans ahead of three of the UK’s biggest festivals – Download, Reading and Leeds. This increased sales, penetration and brand awareness amongst millions of live music fans – solving a key a simple consumer need – the luxury of arriving on site with their cans waiting; sold cold. By leveraging the enormous reach of Live Nation’s festival assets across key digital channels, the ‘Cold Cans’ campaign allowed Carlsberg to own each step of the fan journey; from the moment the festival ticket was sold, to arriving in the festival campsite.
