So when Carlsberg asked us to create an activation around football culture, we decided to make those interruptions more enjoyable.

We built a real-time engine that processes live match data and identifies VAR checks.
Then we connected it to an interactive signalling system across sports bars in Sofia.
Whenever a VAR review was triggered, the system activated a limited-time Happy Hour.

A sign alerted fans.

A green light on the bar alerted bartenders.
Free Carlsberg for the duration of the interruption.

Results

Over 500 bottles of Carlsberg were served during
13 minutes and 46 seconds of VAR stoppages
purchases of Carlsberg increased by 70% between VAR signals

Instead of fighting VAR, the activation embraced it -
turning one of football’s most frustrating moments into
a reason to head to the bar.
This is how we transformed refereeing delays into
Carlsberg moments.