THE CAMPAIGN

This is "The Match of Your Life." A global brand campaign that turns amateur soccer players into the starting eleven against FC Bayern Munich.

Question is: How do you make a beer brand matter to a generation that scrolls past advertising?
You don't talk about the beer. You hand them the ball.

The Idea
Most sponsorship campaigns put the brand in the spotlight. This one puts the fan on the pitch. It is built on Paulaner's global platform "Here's to Life Unfiltered," which celebrates the emotional high of analog life. Pure emotion. Unscripted. Unforgettable. Real soccer feels exactly like that, and so does the campaign. We are talking with our community about the most beautiful trivial thing in the world.

The Execution
It is a coordinated 360 degree activation across five campaign phases:

Social media content with the FC Bayern stars, influencer integration chosen for soccer credibility over reach, and a limited edition Paulaner x FC Bayern can that carries the entry mechanic on the packaging itself.

The Mechanic
The heart of the campaign is UGC. Amateur players film their best trick, their most creative way of hitting the Paulaner can, and upload it to their market landing page.
The campaign runs market by market, each with its own landing page, its own influencers, its own local flavor, but one shared promise.

One kick. One shot. The match of your life.

The campaign was developed at Lobeco