Carling is to back its music sponsorship activities with a
dedicated e-commerce offering at Carlinglive.com.
The site will sell concert tickets as well as carry exclusive content,
competitions and footage of performing bands.
As first revealed in Marketing (November 29), Carling has struck a
three-year deal with entertainment company Clear Channel to sponsor the
Hammersmith and Manchester Apollo venues in a tie-up that also gives the
brand naming and pouring rights at concert tours.
The company has commissioned Dow Carter, the company behind Bass-owned
Tennant's digital presence RedT, to build the site. The site at redt.com
draws on Tennant's affiliation with the music industry through
initiatives such as T in the Park concerts.
Carlinglive.com is due to launch in February. A teaser site will go up
beforehand to capture e-mail addresses and generate interest among music
Carlinglive.com is expected to be promoted as a commercial offering in
its own right. Carling is understood to be in talks with entertainment
booking company Ticketmaster about providing the site's booking
The site will be promoted prominently in all forthcoming Carling
campaigns and literature, with The Leith Agency handling creative work
and media planning and buying through BBJ.
Carling is also drawing on below-the-line roster agencies WWAV Rapp
Collins to handle CRM and KLP Euro RSCG to develop grassroots
initiatives to support its music sponsorship drive.
Carling's push to associate the brand with music comes after its
nine-year sponsorship of the FA Premiership.