CARLSBERG // UNBOTTLE YOURSELF

Unbottle an entire country’s bravery.

In Europe, brand preference for beer is usually set when you’re between 20-25 years old. After that, habits are harder to change. Also, young people are highly competitive and eager for challenges. They also have an interest in social online activities and gaming. So how could Carlsberg attract this crowd?

Case Study.

We created a next generation social game with over 500 missions and launched a competition to find Sweden’s most “unbottled”. You needed to perform as many missions as possible and share the content through a mobile app. Missions were reviewed and published online by our social media task force. We engaged in dialogue using social media throughout the campaign.

Results.

With approx. 50.000 missions completed in 12 days, and many of them documented, we managed to get a huge part of the of the target group engaged with the app or content from the campaign. The phrase to “Unbottle Yourself” went from 0 to over 80 000 hits on Google in less than a week. PR-value was at least quadruple the total campaign cost. We even managed to make our way into the Urban Dictionary.

Campaign Integration.

To launch the experiential competition across Sweden in the biggest way possible, we created a full integrated campaign ranging from digital and social to events and even in-store promo materials.

Press: AdAge, FWA (MOTD April 11th 2011), Adweek, DigitalBuzzBlog, AdsOfTheWorld, Coloribus, SpongeWorks, TheInspirationRoom, TheDrum, TrendHunter, OneShow (Merit Award), Marketing-Alternatif