Carlsberg Takes Berlin

Carlsberg Takes Berlin

A true 360 degree mobile activity took place in Israel during the last few weeks:  A Carlsberg campaign undertook a massive collaboration of factors all leading from and back to mobile: iPad app, Facebook app, Mobile couponing service, QR codes, location based mobile minisite, and Bluetooth devices.

Campaign Objectives: Moblin, Israel’s largest mobile advertising agency, set out with Carlsberg, Israel’s leading beer brand, to create and operate an innovative, experiential, and engaging campaign. This was done by utilizing mobile and tablet devices combined with wide field activity to execute as many engagements as possible while taking into consideration the brand’s message and empowering the participating selling points.

Overview: This unique campaign took mobile marketing to a new level.  Instead of having mobile be one of the tools within a campaign, in this instance the mobile was at the heart of Carlsberg’s massive 360 degree campaign which included field activity, POS, Internet, OOH and more, leading to and engaging with all the other mediums – a real 360 degree mobile activity. This campaign undertook a massive collaboration of factors all leading from and back to mobile: iPad app, Facebook app, Mobile couponing service, QR codes, location based mobile minisite, and Bluetooth devices.

• iPad App: A simple yet extremely addicting game created specifically for this campaign served as the basis for the field activity. In the game, players had to pour as many perfect glasses of Carlsberg as they could within 60 seconds. The app was installed on 20 predefined iPads and wasn’t public in the app store. The field activity involved Carlsberg models moving through different selling points (bars) with iPads and offering customers an opportunity to play the game and participate in a contest to win a dream vacation in Berlin sponsored by Carlsberg. The app used location based technology, connected to a winners’ list on Facebook, and included a sophisticated scoring mechanism. The game is easy, addictive, and promotes the brand beautifully.
• Complementing Bluetooth Activity: Maximizing the field activity with location based technology by using Bluetooth devices that push a visual of the activity to confirmed mobile devices in a 100 meter radius from the location of the field team. Offering people a chance to come and play the iPad game
• Facebook App Combined with Mobile Coupons: A duplicate Facebook app was built and the best players on Facebook received a mobile coupon which could be redeemed at any of the 80 participating bars. Coupons were for one use only thanks to a system and mechanism developed by Moblin which prevents multiple uses and yet still allows easy redemption for the user and for the participating bar. The coupon is created online/ on the fly upon receiving the user’s details on Facebook: phone number, bar name, and date. The coupon was sent via SMS.
• Mobile Minisite: An HTML5 GPS location based mobile minisite with a “touch” gimmick to pour a quick beer thus sending consumers to a page from where they can see the location of the 80 bars participating including a map, navigation ability and a link to Facebook.
• Mobile Advertising Campaign: A smartphone targeted campaign for marketing and promoting the mobile minisite and the activity with a wide location based media spread targeted to the Tel Aviv area and only through Wed-Sat.
• QR Codes: A variety of QR codes were used for marketing and promoting the campaign including: on-package, in bar materials, Facebook, T-shirts, in-store, and billboard.

Results:

• Over 10,000 touch points -  iPad games played on field activity (the app wasn’t public in the app store)
• Close to 100,000  entries to the mobile minisite
• More than 30,000 glasses were poured in the minisite
• An unbelievable 3.5% CTR for the mobile advertising campaign!!!

Target Market: Young Adults