1. MRM Wordwide Agency
Igra i Strast – LAV beer
Project: web site, mobile app and additional features
Client: Carlsberg Srbija

2. About the project
• For all passionate football and LAV beer fans, the Carlsberg Srbija company has decided to
make a prize competition and hand out prizes that will be truly relevant to fans.
• MRM Worldwide was tasked with designing the mechanism of the on-line rewards system with
codes that are printed on the inside of can openers.
• The designers and programmers had the task to create a simple navigation system, so
competitors could find their way around more easily.
• Whilst creating this content, security was also of the utmost importance, in order to protect
information from misuse.

3. Channels of communication
• The central page of the whole campaign is a web site lavigraistrast.com, where users can enter codes,
collect prizes and receive additional information
• The banner campaign was used to inform the general public about the contest, and attract beer and
football lovers to the website
• Through the official facebook page the brand continuously communicates with the fans, answering all
the questions.
• Some other channels were used, such as promotional registration during a football game Red Star -
Vojvodina

4. Web site

5. Home page
main menu: how to, Lav prizes and Supporter song

6. Home page
5 easy steps to enter competition

7. LAV PRIZES
The prizes are divided into three groups :
1. Prizes that are exchanged for a predefined
number of entered codes : T-Shirts,
goalkeeper gloves, captain arm-bands,
signed balls, football jerseys…
2. 12 contestants with most codes collected
will win visits to the biggest European
derbies : Arsenal-Mancester City, Benfica-
Porto, Napoli-Roma.
3. Rewards for the best supporter song
created by the visitors

8. SUPPORTER SONG
• In addition to the prizes won by collecting codes, we have created another contest for the best
Supporter song. The author of the best song (selected by the jury) will win a visit of a derby
game in South America

9. REGISTRATION
In order to participate, the users have to register themselves and enter a
code

10. PERSONAL SETTINGS
• During registration, the user chooses the club they support, so after the login process is
completed, each page is personalized.
• Supporters of Red Star and Partizan have specially branded pages, since their activities
(number of used codes entered) are used in order to determine does the club get the new
chairs (Partizan) or a club bus (Red Star)

11. FOOTBALL ZONE
Since the main focus of this activation is to connect Lav beer with football,
a whole section on the website is dedicated to the football – it’s called
Football Zone.
This section can provide all the necessary information regarding football in
this section of the website.
In parallel, a mobile application was developed, so true fans can have all
the information with themselves all the time.

12. Live Scores
Football news
Betting
TV program with the option of SMS
reminders
Results
Football zone

13. We have added a section called Lav Locator, a page that displays
locations of the branded bars throughout Serbia where users can
watch football games.

14. WEB SITE LINK:
http://www.lavigraistrast.com

15. Mobile app

16. App overview
Age verification Homepage
Registration, login, main menu
How to participateI
Detailed instructions
My Account
Details about available number of codes

17. Football Zone
FOOTBALL ZONE
Homepage with menu
SMS notification settings Locations – Lav Locator
Settings
Personalization of the available data – news,
tables etc.

18. Conclusion
• The web site and the mobile app are designed in a
way to provide simple navigation and ease the
finding of the needed information.
• The important aspect of the activation is a
moderation of the website an a daily basis, including
content moderation and technical support.
• This platform enables us to add specific content
required by the users themselves.

19. Activation during the game

20. ACTIVATION DURING THE GAME
• Promoter registration application, intended to register all the visitors of the
football game Red Star – Vojvodina, that brought a can or a can opener.
• Ova akcija je bila promovisana na zvaničnom facebook fan-pagu Crvene Zvezde,
kao i na Lav fan-page-u.

21. Banner campaign

22. BANNER CAMPAIGN
Banner campaign that promotes the contest itself, or Partisan or Red Star periodicaly

23. WEB BANNERS:
www.mrmbelgrade.com/lavigraistrastbaneri/lavigraistrast300x250.html
www.mrmbelgrade.com/lavigraistrastbaneri/LIS partizan 300x250.html
www.mrmbelgrade.com/lavigraistrastbaneri/LISzvezda 300x250.html

24. Facebook stranica

25. Facebook page
Facebook is a place where there is a constant
conversation with the fans of the brand.
During the length of the activation, the main
focus of the communication is on this campaign,
while the posts contain useful hints on the
status of the prizes etc.

26. Facebook page
https://www.facebook.com/lavpivo