This scannable TV ad targets soccer fans with free beer

As soccer games take place again across the U.K. with zero fans in the arenas, London-based craft beer brand Camden Town Brewery is targeting them with a primetime TV spot that it claims is "drinkable."

What that means is that the advertisers has inserted a QR code into the animated ad that viewers can scan to redeem a free bottle of its beer. The company is giving away 45,000 beers after the ad airs during the semi-finals and finals of the Champions League on BT Sport.

The colorful spot was created by Wieden & Kennedy London and features an animated version of the brewery with a cast of fictional cartoon employees discussing how to make 2020 less "bad." The film was directed by James Papper with illustration out of Blink's London animation studio.

The campaign and giveaway are designed to lift people's spirits and get soccer fans enthused about beer again after a summer lacking in live sport. 

“2020 has been a tough year for everyone, and we’ve tried to help wherever we can with our lockdown initiatives that aimed to support the hospitality industry and NHS staff and charities across the UK.," said Jasper Cuppaidge, founder at Camden Town Brewery, in a statement. "But now, we wanted to give the great British public the chance to finally share a fresh (socially distanced) beer with friends. We know it’s a small gesture, but we hope to bring some much-needed cheers in the very best way we know how—with fresh beer."