Most successful promotion of the year 2009. Silver medal: Up, Borsodi; Borsodi – Cheer like never before!

This prize game targeted 18-36-year old beer drinkers who like football. McCann Erickson did the ATL and the creative, while Up Hungary Kft. implemented the BTL activity. Borsodi’s brand strategy focuses on football and on sponsoring the national team. In the autumn of 2009, the Hungarian national team’s performance caused the biggest excitement in the past couple of years, so Borsodi’s prize game on 27 July-30 August 2009 fitted well with the public’s mood. Supporters who bought a Borsodi had to send in the word BORSODI on-line, to win 3 trips for 2 to the national team’s match in Portugal and 100-100 tickets to the two World Cup qualifiers held in Budapest. By the end of the campaign 138,429 messages were registered. Supporters also had the chance to send video messages to team members.