The new Carlsberg global brand positioning wants to encourage and reward people who go from saying to doing with the new payoff - That calls for a Carlsberg. How can we get young Swedish men (20-25) to like Carlsberg more? Our insight is that they are highly competitive and eager for challenges. They take a keen interest in social online activities and gaming. We created a next generation social game with over 500 social missions. The launch was a competition to "unbottle" an entire nation and find Sweden’s bravest in social situations.The goal before the campaign was to directly engage 1% of the target group (male 20-25) to download the mobile app and reach 50% of them with branded content.

We created a next generation social game with over 500 missions ready to be explored. The launch was a competition promoted through social media. A public attempt to “unbottle” an entire nation and find Sweden’s bravest in social situations. We spread the message online with a trailer film. To win the competition, you needed to perform as many missions as possible and share the results using our mobile app. Missions were reviewed and published online on the campaign website by our social media task force. We kept seeding content and engaged in dialogue using social media throughout the competition. Now afterwards, you can continue to use a basic version of the mobile app as a fun social game with your friends.

The competition was live in April 2011. Sales & market outcomes are therefore not available yet.

Almost 50 000 missions were completed in 12 days! Most required outstanding social nerve and documentation with the mobile app using film, photos, social media posts etc.4% of the target group engaged directly with the mobile app and 98% were reached by the campaign through online PR.The phrase to ”Unbottle Yourself” went from 0 to over 80 000 hits on Google in less than a week.The estimated PR-value alone is at least 4 times the total campaign cost.