Consumers could win their own private jet for one week and travel around the world with 7 friends. They decided where to go. An integrated campaign communicated on the pack, at points of sales, through a TV commercial, ads, e-mail pushes, and a nightlife tour. Media deals with TV stations and press generated huge coverage. Consumers had to enter online and via SMS the unique codes they found on the products. www.carlsberg.be was the central platform with games, a route planner, member gets member, dates for the nightlife tour...

4,200,000 hits on the website. National sales increased by 3.8% over a 6-month period in spite of the loss of one major client due to price war. Carrefour sales increased by 17%. Delhaize sales increased by 18%.