The campaign runs from 5 June to 6 July and coincides with Euro 2016, although Carling is not a sponsor of the tournament. HSE Cake devised the idea, the content and the script as well as the PR operation.
Called Pay Per Inch, the promo offers football fans the chance to buy a Samsung TV for the pound equivalent of its screen width in inches. Five sizes are offered, up to 65 inches.
The two-minute campaign video sees Bullard trying to persuade Ince, playing a tux-wearing owner of a TV warehouse, to part with TVs for the price being offered in the promotion. There’s a nod to Ince’s nickname, The Guv’nor.
The TV offer will take place every Sunday during the promotional period, and people can sign up via www.payperinchtv.com.
Ince and Bullard will deliver some TVs personally, and one group of friends can win the chance to watch the first England Euro 2016 match with the footballers in their apartment for the night. Bullard will also give his views on a weekly social media column, alongside bespoke Carling gifs and other social media.