To launch Carlsberg’s new global strapline ‘That calls for a Carlsberg’ – positioning Carlsberg as a reward for people showing courage - in Belgium. We decided to let the people experience this new positioning in their everyday life and let them truly engage with the new strapline. To do that we set up a cinema stunt and made it viral

More than talk-value, the social experiment provided discussion-value. ‘Bikers’ got covered in all major media-channels in Belgium and major international titles like The Sun and Forbes. Each not merely reporting about the viral, but engaging the audience in the very brand essence: would you have shown courage? In just a few weeks the viral film made from the stunt was featured on countless blogs and news sites all over the world, was viewed over 16m times on YouTube, and got more than 2m Facebook shares, resulting in a gross reach of more than 150m free contacts. And we’re still counting.

A series of unsuspecting couples bought cinema tickets, only to find as they walked in to the theatre that they were surrounded by hard core bikers. Many couples walked straight out, but those brave enough to take their seats were rewarded by cheers and a bottle of Carlsberg as the strapline flashed up on the screen. The stunt was filmed and made viral through a YouTube film, emailing and social networks.

More than talk-value, the social experiment provided discussion-value. Not merely reporting about the viral, but discussing the very brand essence: would you have shown courage?