The Tuborg Loud & Live summer roadshow promised to be the loudest event of the summer in four key cities and was positioned as the social music event of the year! To further deepen the relationship and allow interaction with peers, we created Pop-Dozor online game, based on blockbuster film Nochnoy Dozor. SMS contest to win tickets further increased the “hype” of this event.

In one month, more than 30,000 Pops Dozor games were played.1,100,000 SMS messages were sent in,exceeding expectations by 47%.All concerts were played to a full-house: all tickets were either sold or won by contestants.Tuborg Green sales increased by more than 30%