Carlsberg Tournee Digitale
22 Sep
New from Carlsberg, Tournee Digitale! …
Oh, it’s not new? well when I originally meant to write about it, it was. Hold that thought.
You see the thing is I’ve been really, really busy and there is literally a whole big-assed list of ads, campaigns and cool shit that I want to write about, but I just haven’t had the time.
The reason I’m writing about this now is a new ‘viral’ *shudder* (god I hate that word) video from Carslberg that made me laugh out loud (lol). It reminded me of the quirky old days of Punk’d or boiling point, and I wanted to share it with you guys on this post over here.
With that said and done, I feel it’s only right and posterous to cover (finally) the Carlsberg app:
(synopsis: an app lets you ‘win’ beers for you and your mates that you then drink in the real world at a pub/bar)
What I love about this is the offline element to it. I’m a sucker for pure digital, but I’m in awe of people who actively try and bring that online connection offline. For a company like Carlsberg this is actually vital if you think about it… cool videos aside, they only really get any return when they get people in pubs, clubs, cafes and at home drinking their beer.
I’m always thinking about the brand story these days. Not the story a brand creates and pushes out into the ether (although that’s a cool story to think about, and I love looking into it), but the story that the consumer creates and internalises after consuming the brand message. This is where the potent effect of good advertising / brand management comes into play.
By creating memories and a cool experience had in the creation of those memories, the people who won beers have a little seed of Carsberg in their mind. Regardless of the quality of the beer (which isn’t amazing imho) I’d bet there being a much higher conversion of those people to drinking Carlsberg over other beers on offer than those who didn’t see the app at all.
I guess none of this is revolutionary, but I like it. And I can write what I want.
