David Brent: Life On The Road beer mats

Campaign Objective

Promote the cinema release of David Brent: Life On The Road.



500,000 Beer Mats were delivered across 500 national sports bars, taking advantage of the huge footfall uplift during the five weeks of Euro 2016.



Word of mouth about the Beer Mats spread onto social media. Soon after, Ricky Gervais tweeted about the Mats and the campaign went viral, leading to over 3,000 people requesting Mats of their own!

To whittle the 3,000 down, over 250 people entered a competition to win a Mat by posting a Brent impression on social media.

Our hashtag #Brentbeermats received over 300 unique interactions across a variety of social platforms, and was even adopted by the official film page.