Pilsner Urquell

We have created the longest hockey roster in the world and we made every single fan count

We have created the longest hockey roster in the world and we made every single fan count

First commercial use of AR filter in Czech Republic allowed hockey fans to put on a new national jersey and become a part of the national team.

Pilsner Urquell is a long-term sponsor of the Czech national hockey team, however, it can not be presented directly on site of the tournament. So how can we make people know that we support our beloved Czech team?


Video: Insert video caption here

Our common desire is to win.

We all pray for the same during championship - to win. We have teamed up with coach Říha and asked the whole nation to join the national hockey roaster. 


How the heck did we do that?

Easily. We let anyone put on a virtual jersey on Facebook using our branded AR filter. We have rolled the idea across the channels from Facebook to television and asked everyone to join the squad.


15s TV Sponsor message
Instruction video with Martin Dejdar

We have blasted the entire country. 

2. mio.

organic reach from AR filter shares

71 k 

people put on a national jersey using AR filter

+6 pts

recognition of Pilsner Urquell as national team partner

2.5 mio. people were reached just through Facebook and Instagram. Over 71 000 people put on a national jersey using AR filter. That’s about as many people as players in 2 840 czech hockey teams! 

10% of people shared their AR photo or video directly on Facebook. Those 7,000 shares collected another 2 million impressions. Absolutely for free. 

Recognition of Pilsner Urquell as an official partner of Czech national hockey team grew by 6 pts. to 47.8 % during the campaign. 

Our longest national hockey roaster fought this match really well and ended up with a victory on Flema Media Awards 2019 for Best use of digital media.

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