| Title | #HAPPYBEERTIME |
| Brand | CARLSBERG GROUP |
| Product/Service | TUBORG |
| Category |
A07. SOCIAL FOR MOBILE |
|
Entrant Company
|
KONSTELLATION Copenhagen, DENMARK
|
|
Advertising Agency
|
KONSTELLATION Copenhagen, DENMARK
|
Credits
| Claus Leinøe |
Konstellation |
Client Services Director/Partner |
| Thomas Pries |
Konstellation |
Chief Creative Officer/Partner |
| Benjamin Bang |
Konstellation |
Associate Creative Director |
| Morten Grubak |
Konstellation |
Associate Creative Director |
| Rasmus Høgdall |
Konstellation |
Associate Creative Director |
| Philip Bock |
Konstellation |
Associate Creative Director |
| Steffen Rasmussen |
Konstellation |
Associate Creative Director |
| Kristian Rix |
Konstellation |
Producer |
| Bas Meister |
Konstellation |
Digital Designer |
| Mads Jørgensen |
Konstellation |
Cto/Partner |
| Morten Barklund |
Konstellation |
Developer |
Creative Execution
A plug’n’party stick with a #HappyBeerTime OS was created and shipped off to bars. After plugging it into their TV-sets, bars can offer guests a happy beer time. On the TV screen, guests can now see the remaining happy hour time and extend it by using Instagram. Participating guests’ photos appear on the TV as well.
Everybody wins: Bars are promoted organically through Instagram, Carlsberg gets a lot of user generated content and guests have a longer happy hour. It has been tested around bars in Denmark before the big global roll out.
CHALLENGE:
In the social media landscape, old school bar promotion is getting kind of, well, old. Carlsberg wanted to give bars a helping hand and connect them with consumers on their (social media) turf in a new way that grabbed their attention.
IDEA:
Tapping into existing consumer behaviour, we made it possible for bar guests to extend the happy hour simply by tagging an Instagram #HappyBeerTime and the name of the bar (#barname].