The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 7th Annual Shorty Awards

#CarlsbergTalk with LFC

Entered in Hashtag


#CarlsbergTalk is a monthly event produced by Carlsberg, the longest serving commercial Partner in the Barclays Premier League, and Liverpool FC to life by tapping into football fans passion points and creating the opportunity to talk to both Liverpool FC legends and current LFC players. The aim is to increase awareness of the partnership between LFC and Carlsberg, grow Carlsberg's visibility on Twitter and provide interesting content for football fans and bring them closer to football players.

In the week before the Q&A session, Carlsberg push infographics out on their channels giving clues to who will be the star guest and building up excitement for the main event. The player/legend is revealed a few days before and fans are invited to send in their questions using the hashtag #CarlsbergTalk. The player answers as many as possible and the winner of the best question is picked by the player and wins a signed shirt.

Across the campaign both Carlsberg and LFC utilise the full range of social media platforms with a simple and relevant hashtag to engage and immerse the fans within the digital experience (e.g. Instagram, Facebook) and create an interesting and effective campaign.

Strategy and Execution

For each installment, the hashtag #CarlsbergTalk has trended worldwide and the Carlsberg Twitter account has seen a 47% increase in followers. Throughout the entire 2014 year, the campaign saw a reach of 1.2billion people across all LFC social media and digital platforms using the hashtag #CarlsbergTalk.

The high volume of engaged fans shows that the content is extremely relevant for both LFC and Carlsberg fans.


Entrant Company / Organization Name

LFC and Carlsberg